In mid-March, Pepsi MAX launched the next stage of its ‘Unbelievable’ campaign with a tongue-and-cheek digital out-of-home (DOOH) installation that had Londoners doing double takes.
We’re not sure how many bus riders were victims of Pepsi’s prank, but the YouTube video went viral, amassing nearly 5 million views within a span of two weeks. First posted on March 20, the video had registered 3.4 million views less than a week later, on March 26. By April 1, the number had grown to 4.7 million, and that’s no April Fool’s joke.
According to Grand Visual, which produced the installation, the technology, which is currently exclusive to Pepsi MAX, was launched on one of London’s busiest roads, New Oxford Street. A Bus Stop digital 6-sheet was transformed to show a live feed of the street ahead and give the illusion of a see-through display.
However – and here’s the fun part! — as people wait and watch, a series of ridiculous scenarios unfold on the street, instantly causing he unwary commuters to confront something completely, err, “unbelievable.” For example, they could face a giant robot crashing though Oxford Street, catch a glimpse of a passerby being abducted by flying saucers or see enormous tentacles emerging from a manhole.
As Grand Visual explains, this creative concept is part of PepsiCo’s integrated campaign for the U.K. which brings Pepsi MAX’s ‘Unbelievable’ combination of maximum taste and no sugar to life. It follows another media-first from Pepsi MAX in February which saw consumer generated Vines integrated across DOOH sites.
The latest stage of the campaign — planned by OMD UK, bought by Talon, created by AMV BBDO, with production and creative technology by Grand Visual — combines the DOOH platform with state-of-the-art augmented reality technology.
Pepsi Max. Maximum taste. No sugar. Unbelieveable!