Sting Energy Drink#RemakeTheBoxer
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.
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.
Awards: Silver Spikes Asia / Featured in The Directory / Featured in The Drum
