Крупнейшая digital-премия в Европе

Такси за улыбку

Заказчик: PepsiCo
Исполнитель: Resolution
Такси за улыбку

Главное о кейсе

Cars with smile recognition technology - 30
Smiling passengers on January, 1 - 600
Viewers of viral video - 3.5 mln
Watched videos made by bloggers involved into the project - 1.1 mln
Viral effect - 19%

Бизнес-задача и ее решение

PepsiCo wants to change the customer's behavior and wishes all customers to start a year with a smile.
Develop integrated media campaign to deliver to target audience the message "PepsiCo wants people to smile more".
The idea: You don't pay for your taxi if you smile.
We've created a face recognition app and placed a tablets with it on the backseats of a taxis at the first day of new year. Special algorithm stopped the taximeter when passenger was smiling, and started it if they smile not.
In the end of a ride passengers were getting a gift from PepsiCo and their rides were completely paid.
We developed a customer activation on the first day of new year, filmed a short video about this activation and seeded it across the internet. We also asked famous russian bloggers and journalists to take a test rides in our taxi and tell about their emotions in their blogs.

Прочая информация о кейсе

We managed to develop and adapt client’s inner corporate platform «Win the smile» and implement it on practice for their customers, but moreover we made people smile.



Лучшая вирусная кампания
Лучший социальный проект
Tagline Awards 2017

Дата запуска

1 января 2017 года


Victor Gribanov, Creative director, OMD Resolution
Maxim Ezhov, Digital Creator, OMD Resolution
Alexandr Afonin, Specialist, OMD Resolution
Maria Vysotskaya, Senior Brand Engagement supervisor (Digital), PepsiCo Russia


Кампании / креатив → Промоактивации
Кампании / креатив → Вирусы / вирусное видео
Кампании / креатив → Социальные проекты


До 17:59 Мск 23 мая (чт) заполняйте все три Анкеты
(1, 2, 3) для попадания в продакшн-рейтинги Тэглайна

31 мая Церемония награждения и Конференция об управлении

Не забывайте про аудит и консалтинг