PEPSI & GNCTRKCLL (Aerodeon Turkey) | MMA Global

PEPSI & GNCTRKCLL (Aerodeon Turkey)

June 28, 2007

Brand: PEPSI & GNCTRKCLL<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Agency: Aerodeon Turkey

Duration: 15 February - 31 May 2007

GOAL: GNCTRKCLL is youth club of Turkey’s leading GSM operator Turkcell. These two powerful brands cooperated to reveal their synergy, while targeting  teenagers and young adults on a differentiated platform.

SOLUTION: For the biggest Mobile Marketing Campaign ever in Turkey, 35.500.000 GNCTRKCLL branded Pepsi cans and bottles are produced. The campaign was open only to gnctrkcll members. To join the campaign, participants text the unique codes under the Pepsi lids or pulling tabs to Turkcell 5757. Each participant instantly won 5 credits or 2 minutes airtime, thousands of participants won 100 credits or 25 minutes. In additon to instant prizes, participants had the oppurtunity to join the prize draw for the dream prizes: 3 couples to meet Thierry Henry from Arsenal; 3 couples to spend 3 days with Chelsea Football Club; and 3 couples to meet Fergie from Black Eyed Peas, and spend 3 days with her in Los Angeles and shop with 2.000 USD pocket money. 

RESULT: Participation to the campaign reached far beyond expectations with over 18.000.000 participation. 50% redemption rate has never been reached before in a FMCG campaign. Brand executives of Pepsi plan to apply for Guinness World Records!