PepsiCo, in collaboration with BBDO and Proximity Pakistan, has created a new campaign for energy drink, Sting, titled #StingChallenge.The spot is about finding unconventional ways to challenge the Olympic star.
The company partnered with Aamir Khan, an Olympic medalist for boxing, and created a TV commercial that showed fans helping Khan train for his next win by turning the entire old city in Lahore into his own personal workout space.
Using #StingChallenge, the brand provided fans with a chance to help Khan train for his upcoming fights by asking them to post challenges on Facebook and Twitter. The video has had over 11 million views on Facebook, 1 million views on YouTube.
Watch the video here:
“The video had local relevance as Khan was shown training on his native soil. Pakistanis are very patriotic and whenever you show local settings, the response is always amazing. Social media engagement was driven by fans themselves as they were given an opportunity to directly challenge,” said Ammar Zaim, marketing manager NCB & energy, PepsiCo.
“The campaign was not only recognised in Pakistan but throughout the region. The numbers speak for themselves, and this was a perfect pairing as both Khan and Sting are energetic in nature and the partnership makes sense for the consumers. No one other than Khan would have fit the role better,” said Faisal Durrani, managing director, BBDO and Proximity Pakistan.