Ayesha Akram
Account Manager at BBDO Pakistan
Lahore, Pakistan
TitleRemake The Boxer
Agency
Campaign Remake The Boxer
Advertiser PepsiCo Inc.
Brand Sting
Date of First Broadcast/Publication
Business Sector Soft Drinks, Tonics
Story With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being defeated by Canelo Alvarez. The news claimed his career was over. At a time when nobody backed Khan, Sting decided to remake the boxer's reputation and to re-energize him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. A digitally led campaign by the name of #StingChallenge was launched, inviting Pakistanis to challenge and train Khan.
Philosophy Following a short teaser, an online film was launched that marked the beginning of Khan's #StingChallenge. The film showed the boxer training in the old city of Lahore using unconventional means: parkour on the rooftops of this old Mughal city, training with local wrestlers, jumping over rickshaws, shadowboxing with clotheslines. The film ended with a call to action: "Dare to challenge Amir Khan". Following the video every week a challenge post would be created which called out the digital audience to help train Khan by giving him challenges. The audience came up with incredibly creative challenges using local techniques (such as boxing to the tune of a traditional drum beat) and Khan met them head-on. Khan performed a total of 6 challenges that were high in demand. The consumer promotion rewarded top 5 winners with tickets to Amir's next fight. A teaser campaign established the appearance of a mysterious figure "running around Lahore." Followed by a highly successful launch film which established our creative idea. Digital billboards and outdoor boards around the country further emphasized the message that Khan was in Pakistan to train. Each week, a challenge post would be created and uploaded on Sting's social media, inviting the audience to become Khan's coach. Through social listening we would identify which of the challenges was in high demand, and Khan would take it up. As a result, each challenge met created more online content and invited further challenges, even from Pakistan's former cricket captain, Shoaib Malik and MMA pioneer Bashir Ahmad. The challenges were targeted towards 18-23 year olds, sports enthusiasts, energy drink fans. On facebook a simple comment would suffice as a challenge entry whereas in twitter people were required to use hashtag #StingChallenge to post a challenge.
Result The campaign was one of the most successful ones that PepsiCo has ever run. It not only firmly re-established Sting in the market as an energy drink, with a boost in credentials by 6 massive points, the online film alone gained a cumulative of 13 million views online and was the fastest to reach 10 million in PepsiCo's history. Total campaign views were over 16 million. Total impressions of the campaign crossed the 100 million mark. In a complete knockout of the competition, sales increased by an incredible 30 PERCENT during and following the campaign. The brand's efforts also brought back Amir Khan into the boxing ring, and he is competing again. Not only had we remade a brand, we had also re-energized a boxer.
Media Type Web Film
Length
Production Company
PR Agency
VP, Management Director
Marketing Director
Marketing Director for Region
Marketing Manager
Brand Manager
General Manager
Regional Creative Director, ECD
Strategic Planning Director
Business Director
Digital Business Director
Head of Digital
Creative Manager
Account Manager
Community Manager
Group Art Director
Community Manager
Account Director
Account Manager
Account Executive
Creative Director
Creative Director
Senior Visualizer
Copywriter
Art Director
Copywriter
Graphic Designer
Director

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