Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year.

Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal interests.

In a media first, Time Out will feed hundreds of event listings to PHD and Pepsi MAX this summer, allowing them to use advanced dynamic ads to inspire consumers each day based on the day of the week and timing of the event, as well as consumer location.

This event data will feed into multiple formats including GPS dynamic mobile ads, dynamic office media and dynamic audio ads on Spotify. These ads will all be directly actionable, linking to Google Maps and Time Out for directions to the events around you.

For those consumers that listen to Spotify at work this summer, audio ads will be re-purposed as inspiration suggestions.

Using the newly released dynamic audio automation, Pepsi MAX and Time Out will suggest events taking place around listeners, making it the largest scale execution of this type of technology in Australia to date.

The campaign will target people who are looking for things to do, and will also enable those who are working over the summer period to make the most of their time outdoors.

Rachel Taylor, senior marketing manager of beverages at PepsiCo, said: “Pepsi MAX wants to celebrate every last moment of the Aussie summer, and that means enabling hard-working, fun-seeking Aussies to be ingenious and make the most of their time out.

“This year, our campaign builds on the success of last summer by celebrating the ways to ‘MAX Your Summer’.”

PHD’s executive group business director, Stephanie Neal Douglas, said: “This campaign has allowed us to find new and creative ways of unlocking value from Pepsi’s data in order to serve messages that are truly relevant and add utility to their consumers’ lives.

“Looking at it from a consumer’s perspective, this campaign has real tangibility. There is nothing worse than seeing an event you would like to attend and not being able to for whatever reason.

“We are extremely proud of this partnership and its smart data play, and look forward to raising the bar for Pepsi further still.”

Michael Rodrigues, managing director of Time Out Australia, said: “Time Out’s mission is to inspire our audience to get out of the house and make the most of what their city has to offer.

“We’re excited to partner with PHD and Pepsi MAX to reach an even wider audience this summer, at the time and place they need us.”

The campaign is the result of a partnership between PepsiCo, PHD, PHDP, Time Out, Clemenger BBDO, Red Engine and Traffik. Each element will launch from today.




Please login with linkedin to comment

Pepsi MAX PHD Time Out

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]