The Impact of Smart Technology on Advertising: A Case Study of Pepsi-Egypt

Abstract

Brands are turning technology in a way to attract and engage consumers in new and innovative ways. Advertising embracing technologies have proved to have greater impact and more sophisticated ways to reach their target audience, gain great social connection and product value. Advertising is an experience delivered to the consumers, the more the interaction the more memorable and effective the experience becomes, leading to higher levels of brand loyalty and motivation. The creativity in using digital capabilities is considered a very effective way to breathe life into advertising campaigns. The research aims to explore the new technologies used in advertising in Egypt, using the Pepsi Campaign created during the month of Ramadan 2017, with a different, smart and futuristic approach using digital advertising channels for campaign activation. In the past Ramadan campaigns Pepsi adverts were mainly nostalgic, reminding Egyptians with the glory of the past, carrying the same concept of gatherings, reunions, and get together. With the increasing importance of digital technology and smart phones in precise, and with the increasing reliance on smart phones, it has become almost impossible to ask consumers to let go of their phones. With almost 2.32 billion smart phone users worldwide, and 23.6 million users of smartphones in Egypt, the campaign narrows the gap between the brands slogan “Let’s Complete our Gathering” versus what is happening in reality. Using an interactive video and by utilizing the smartphones, Pepsi asks consumers not to put aside their phones to watch the ad, but to use their phones to watch it. The research explores the impact of technology on advertising trends.