Такси за улыбку

Заказчик: PepsiCo
Исполнитель: Resolution
Такси за улыбку

Описание

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.

Скриншоты

Видео

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%
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Бронза
Лучшая вирусная кампания
Лучший социальный проект
Tagline Awards 2017

Дата запуска

1 января 2017 года

Авторы

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