Given that Mo Salah and Messi are global superstars, Salah being bigger in the Egyptian market, utilizing both stars in the campaign was smart. Both stars were also used in the promotional leg of the campaign to give the promo added incentives for the consumers.

The campaigns brief was simple and to the point: 2 cans were created utilizing both stars's AW, consumers will collect 10 cans of each star and redeem them with the collected stars's merchandise (t-shirts, caps, bags etc.)

Campaign objectives were to create awareness that Salah and Messi were both Pepsi brand ambassadors, and to also push sales through the promo.

The core TA for Pepsi is 19-29, however given the magnitude of Salah and Messi the campaigns Ta was opened up a bit to be 19-35.

The campaign was pushed across the below vehicles:

- Facebook & Instagram

- Youtube

- Yallakora.com (one of the biggest football websites in Egypt/Region)

- Filgoal.com (one of the biggest football websites in Egypt/Region)

The campaign started off with an awareness leg where the global copies were utilized, then the promotional leg started where the chatbot was put to use. specially created posts were created for each governate in Egypt and had geo targeted ads to reach the people in that governate, the posts detailed the redemption locations and were linked to the chatbot in order to facilitate the redemption process for the consumer.

The campaign started off with an awareness leg where the global copies were utilized, then the promotional leg started where the chatbot was put to use. specially created posts were created for each governate in Egypt and had geo targeted ads to reach the people in that governate, the posts detailed the redemption locations and were linked to the chatbot in order to facilitate the redemption process for the consumer.

The Chatbot was utilized on Facebook Messenger through Pepsi's official page.

the campaign started in Feb 2019 and ended end of March 2019.

A total of 414,679 UU used the chatbot; while all the merchandise that were used as the incentives were exhausted.

The results were as follows:

-14% increase in sales and a 2.8% MS growth

-A total of 414,679 UU used the chatbot; all merchandise was exhausted

Reach and Views

-The global copy reached 45% of the TA, and garnered 5MM views on FB.

-The Two local copies reached 52% of the TA and amassed 14.7 MM views on FB

-The Hero copies reached 59% of our TA on YT and generated 5.4MM views. While the bumpers reached 90% of our TA and generated 60.8 MM impressions.

-The overall campaign reached 82% of our TA on FB, and the overall content sentiment was 80% positive.