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Works : PEPSI

Overview

Pepsi's market share had long remained at the same level when only Coca Cola and Pepsi were in the Japanese cola drink market. Pepsi launched calorie-free PEPSI NEX in 2006 followed by Coca Cola's calorie-free coke, which was the beginning of "War of Calorie-Free Cola."
With the war as a backdrop, we undertook the following missions:

  • Maximize the shipping, delivery, and display of the product.
  • Expand the user base.
  • Boost the purchase frequency.
  • Prompt users to keep buying the product.

What we did based on our targets' needs and the trends in their purchase behavior was to develop a core idea of online "virtual department store" to launch digital closed promotion. This innovative campaign contributed to maximizing the shipping, delivery, and display of the product.

As part of the campaign , we also collaborated with Parco to offer unprecedented 162 types of premiums in three categories: artifacts, for men, and for women. This promotion encouraged a wide range of users to join the campaign. In addition, free gifts altered every week and weekly announcement of winners boosted purchase frequency, contributing significantly to prompting users to keep buying the product.

Challenges

The challenges the promotion took up were to maximize the shipping, delivery, and display of PEPSI NEX whose main sales channel was convenience stores, to win new users other than existing users, to boost purchase frequency, and to encourage new and existing users to keep buying the product.

Solutions

Our targets were male and female cola drink users in their 20s who stick to cool and stylish fashion.
We took note of the fact that they are "inhabitants of the Internet" spending hours of the day sitting at the computer and/or browsing the web on their cell phones.
From this fact came the campaign's core idea of creating an online virtual department store.
In collaboration with Parco, we offered as many as 162 types of fashion items from 55 brands popular with the targets as premiums. This innovative campaign contributed to maximizing the shipping, delivery, and display of the product.

Also, we classified the premiums into three categories—artifacts, for men, and form women—to prompt a wide range of targets to join the campaign.
And we altered premiums and announced winners weekly, which enabled us to contribute significantly to encouraging users to keep buying the product.

Achievement

The numbers of registrants and entries in the closed promotion achieved the targets. In addition, the repeat purchase rate per entrant turned out to be high, which helped achieve a sales growth of 150 percent from the same term in the previous year.

The campaign won Silver in the Best Digital Communications Campaign category of 2008 Promotion Marketing Awards of Asia.

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