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.
Поставленная 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.
Достигнутые цели и KPI по итогам запуска
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%