Cream is the only online intelligence service that indexes and analyses the world’s media and marketing innovations. Cream’s dynamic architecture helps companies share and reapply ideas and best practice across their global organisations.

Close

Creative challenge

  • Pepsi Creative challenge in China Pepsi Thumbnail

For its fourth annual Creative Challenge, Pepsi aimed to build on the successes of previous years and engage over 30 million Chinese in the competition. To mark China's 60th anniversary, the challenge for entrants was to express their aspirations for their homeland by completing the sentence: "China, I wish you..." in no more than 60 characters.

Previous Creative Challenges have seen Pepsi test the Chinese public with a variety of tasks. The inaugural Creative Challenge in 2006 asked consumers to create a 200 word script for an ad featuring Taiwanese superstar Jay Chou. In subsequent years, consumers were asked to send in photos to win the chance of appearing on a Pepsi can. Each time the public has voted for the eventual winner and each year the number of people entering has increased.

Aiming to make this its biggest year yet, Pepsi partnered with Chinese internet services giant, Tencent. Users can upload their 60 character sentiments via three of China's most popular websites: TaoTao - equivalent to Twitter, QQ - China's MSN, with a 78% market share and QZone, the world's largest social networking site. As in previous years, consumers can vote for their favourites with the most popular wishes displayed on a dedicated Pepsi portal. A Creativity Map allows users to see which regions of China are the most enthusiastic participants and every entrant can have their own creativity assessed instantly by a Creativity Meter.

Pepsi initially hoped to have 30 million entries, but by the end of September, Pepsi received almost 34 million entries - an increase of almost 6 million from the previous year. The ten most popular wishes as selected by the public will feature in a Pepsi ad in 2010. Some 60 runners-up will receive a T-shirt designed by the lead vocalist of one of China's biggest rock bands, May Day.

The site received 22 million unique visitors, who on average spent 2.5 minutes on the site. In total 11.3 million votes were cast. The winning wish, from Hubei, gained close to 200,000 votes.

 

 

 

 

Have Your Say

Please register to add comments.

Brand:
Pepsi
Brand Owner:
PepsiCo
Category:
Drinks (non-alcoholic)
Region:
Asia Pacific
date:
September 2009 - April 2010
Agency:
Tribal DDB
Media Owner:
Tencent
Media Channel:
Digital,Online,TV

    Cream Shuffle

    Stuck for ideas? Use our automated inspiration tool.

    ShuffleClick to shuffle
    • Johnnie Walker
    • Canada
    Read more

    Right Brain, Left Brain Blog

    A dream team of industry pioneers from around the world share their expert opinion

    More from the blog

    Gaga for brands

    Lady Gaga's music video for 'Telephone' - which was hyped to new proportions pre-release - has finally gone live. Aside from the vivid visuals, outlandish costumes, off the wall drama and general gyrating (which is all delivered in abundance) there...

    Jack Horner

    Read more

    IKEA welcomes in waifs and strays on The Underground

    IKEA makes the underground more comfortable with a range of ambient executions, inviting drunks and tired commuters across Paris to miss their trains.

    Olivia Solon

    Read more

    Feast your eyes on this pork

    Meat manufacturer Maple Leaf has launched a site dedicated to all things bacon. Called Republic of Bacon, the site is utterly bizarre and features a range of pork related competitions, cartoons and virtual worlds. Visit the "sizzling hot" red light...

    Olivia Solon

    Read more

    How To...

    Cream guides that help you navigate the changing communications landscape.

    Take on the competition

    Playing nicely when going head to head with another brand in public.

    Read more
    More

    RSS Feeds

    What is an RSS Feed?

    Latest news

    Latest case studies

    Best ROI case studies

    Latest Campaigns of the Week

    Latest digital case studies

    More