A 2015 Ipsos study found that with the rapid growth of the Chinese economy, Chinese people rank as the most materialistic people in the world. With this context, over 70% of youth regard money as the most important measure of success, and over 75% of young professionals feeling that their career is simply unsatisfactory and lack of achievement.

Pepsi Challenge is a winning asset that had been successfully interpreted in many ways globally and inspired many to step out of their comfort zones. But millennials were not going to be moved to action just because Pepsi said so.

In China, they are overloaded by brands, urging them to seize the moment! Another celebrity focused TV commercial won’t do. We needed to bring the spirit of the Pepsi challenge alive in a culturally relevant manner.

Objective: Being top of the charts on brand love, setting trends, cool brand and awareness.

Variety shows in China sell at phenomenal premiums. So the key for Pepsi was the fact that we worked with the channel right from the concept stage to design the show.

Because the show was designed from an early stage around the Pepsi Challenge we could incorporate many cues to the Live for Now spirit.

By working directly with the channel and not the stars we were also able to avoid hefty celebrity fees as Fan BingBing sipped Pepsi in the show on multiple occasions and even Coca Cola ambassadors Lei Chien and Kris Wu were surrounded in blue through the show.

The show was telecast for 13 weeks just after peak summer season catching Coca Cola completely by surprise as they pulled back on investment on Television for us to the same. And beyond Television we took it online as well across the five major online video channels.