The 30-minute web movie was launched yesterday on Youku and Tudou. It opens with a bus full of people anxiously heading home to their families to celebrate Chinese New Year. A surprise blizzard strands their bus in the mountains.
But as they shelter in an abandoned cabin, the strangers open their hearts to one another. When the storm passes and they reunite with their families, the stranded strangers are portrayed as having 'brought love' to everyone in their short-lived 'micro-family'.
The campaign leveraged on the insight that going home is often an arduous task for many Chinese—difficulties in getting tickets to go home, harsh weather and long journeys are some. The concept of ‘home’ as Pepsico has defined in this campaign is beyond the nuclear family unit.
Pepsi's campaign marks the latest attempt by a major brand to create themed content for China. This year's CNY campaign was designed to have the same level of buzz as a major title release.
In addition to the web movie and user-submitted video contest, there is also a celebrity-packed music video (featuring lyrics about home, family, and mutual trust), additional behind-the-scenes extras, and a lottery.
Star appeal from Zhou Xun (周迅), Louis Koo (古天乐), Show Luo (罗志祥), Zhang Guo Li (张国立) and Angela Chang (张韶涵) is the main draw for the branded-content package.
All communications were tagged with an activation message calling on everyone to extend love and gratitude beyond immediate family on Sina Weibo, Tencent Weibo. Taobao was the other media channel for this multi-layered campaign.
Credits:
Project: Bring Happiness Home 2013
Client: PepsiCo China
Products: Pepsi, Mirinda, Lay’s and Tropicana,
BBDO Team Leong Wai Foong, Jacquelyn Pang, Vincent Pang, Frank Zhao, Alvina Seah, Iris Le, Yang Yao, Lynn Huang , Grace Dong, Martin Ding, Ben Guo, Mulan Yap, Allan Gu
DDB Team Jimmy Lam, Margaret Wu, Lulu Li, Jason Jin
Exposure: TVC, online, in-store, OOH media
