It is a common problem for concertgoers to get lost in the crowd, spending time looking for their friends, instead of enjoying their favourite singers while performing on stage. What if you saved time and actually focused on stage?
Pepsi Max is targeting the festival fans, introducing the Friend Finder, a GPS-enabled drone that does what it promises, it helps you find your friends. The concept is rather simple and all it asks you is to download the Friend Finder app when looking for your friends. Then, the small blimp that is connected to the app does the work for you, searching in the crowd and pointing to the exact spot that your friends are. According to the video, 1/3 of all people lose their friends at festivals, which makes it a rather large audience that Pepsi addresses
The idea of the concept is credited to the agency AMV BBDO and was tested at the New Look Wireless Festival in London, as a way to link the ‘maximum festival’ with the ‘maximum taste’. Furthermore, ‘no meeting point’ was followed by ‘no sugar’, blending the brand message with the actual campaign in the most unexpected (and fun) way. Pepsi Max along with AMV BBDO managed to successfully address a demanding (and rather young) audience by creating a message that they’d like to hear, grabbing their attention in the most creative way.
This is another proof of how ambient advertising works these days, with brands embracing its power, reaching an audience that they probably wouldn’t in any traditional method. It’s not easy nowadays to stand out from the crowd and that’s what makes ambient advertising challenging and appealing. All you need is the right context, which will be unusual by default, but also creatively linked with the brand.
Source: Creative Guerilla Advertising