N BBDO and Pepsi Max break records with 4Max N BBDO supported Pepsi’s new positioning strategy of ‘Max your life’ with the creation of the 4Max campaign. People could play the game 4-on-a-row online during 4 weeks. The best players competed with each other on a live event which took place in Antwerp. A scaffold was built to give the winners the opportunity to play the finals on a lifelike scale with real people dressed like game coins. N BBDO dominated the Best of Activation 2008 with Gold from the Advertiser’s Jury & Bronze from the Creative Jury and the Press Award with this case.

1. Pepsi Max
4Max

2. Briefing
Generate brand awareness around Pepsi Max and reach a max of
people. The baseline “Max Your Life” has to be clearly communicated

3. Central idea
From “Max your life” to “Max your
game”. The famous game Connect
4 was brought to life
The campaign was developed in 3
parts
Under cover: people could play the
game on a specially build website.
During this period Pepsi Max wasn’t
mentioned

4. Central idea
Reveal: Frank Molnar revealed that Pepsi Max was behind the game in his
show Gunk on TMF. The final: the best online players competed with each
other on a live event

5. Results
Numerous articles in the
newspapers
Lots of PR coverage
Best of Activation 08:
Gold Advertisers Jury
Bronze creative jury
Press award