TRADE MARKETING / BRAND EXPERIENCE
POINT-OF-SALE ACTIVATION WITH PEPSI’S ROBO-DOOR ENTRY SYSTEM
It has been almost 40 years since PepsiCobought Matutano and entered Spain with its snack brands. By then, Pepsi-Cola and Kas were already part of the Spanish beverage scene. Desde entonces, la cartera de productos de PepsiCo no ha dejado de crecer, con marcas como Lay’s, Tropicana, Alvalle…
Pepsi + Lays
- Trade Marketing
- Brand Experience
Request and creative process
In this case PepsiCo Iberia trusted us to promote the sponsorship of the Champions League in the points of sale in Spain, during the weekends of the Champions League.
After much thought and testing, we came up with a wide range of ideas, all of which were related to the requested theme, involving technology and innovation.
From the Trade department, they unanimously went for the idea of developing a robo-goalkeeper, the keeper of the goals. In this way, we are carrying out aIntegrated point-of-sale activation campaign with the use of technology for the Pepsi Champions League sponsorship.
To develop an attractive and notorious activation, combining innovation and technology with the football theme of Pepsi’s sponsorship of the Champions League, with an allocated budget and the limitations of Hypermarket outlets.
The WDi Group faced a major challenge: to develop a technological element of this magnitude on an ad-hoc basis in record time and with a limited budget.
The development of the Roboporteroinvolved a goalkeeper who had to stop the participants’ shots thanks to a built-in camera and software that analysed and studied the direction of the ball’s shot. After many, many, many, many, many tests, searching for materials inside and outside Spain and hours of work… We did it! Our Roboportero became the first to be developed in Spain, allowing Pepsi to execute its marketing action in different shopping centres and points of sale as an official sponsor of the UEFA Champions League.
The challenge was to maximise value for money. Carry out an eye-catching, noticeable action that would attract traffic and increase sales.
The team found itself immersed in a race against the clock. Designing, developing and producingall the elements that went with this goal presided over by a robo-goalkeeper. We developed all the software that made the heavy engine that was in it move correctly, all the elements that recreated a football goal and recreated that football atmosphere.
We manufactured 5 “Roboportero kits”, which would travel from weekend to weekend from city to city, covering in this way a large part of the Spanish geography, carrying out the actions in different hypermarkets such as Alcampo, Carrefour, Eroski,…
In addition to the development and manufactureof all the materials, we take care of the storage, logistics, assembly and disassembly of each of these activations.
We had hostesses who were trained in the correct operation of the door entry system, which helped to avoid incidents.
Our comprehensive managementof this project and the involvement of the whole team made it a successful action.
The biggest complexity we had to deal with in most of the centres was getting the right amperage of electricity so that everything could work, which was not always easy or the first time.
As with any point-of-sale activation, the first thing we think about is to make it as attractive and successful as possible within the available budget.
We put ourselves in theconsumer‘s mind to understand what they would like to see in such an action. We were talking about football, we were talking about the Champions League, we were talking about Pepsi…
We had to reinvent some parts, such as the height of the structures on which the nets were placed so that the balls did not go outside, as they were too high for some signs.
After several months of “travel”, this activation was very noticeable. The objective of reinforcing the brand image in the different retailers was achieved, as Pepsi had not carried out any similar action to date.
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