As the most talked about OOH campaign this year so far– Pepsi MAX’s Unbelievable bus shelter has gone way beyond its DOOH roots and on to garner global interest via 5.5 million Youtube hits and international news coverage. The story has generated column inches as far afield as Mexico and China and was broadcast on popular news channels CNN and the BBC.

This perfectly crafted campaign was the result of a collaborative team, created by AMV BBDO, planned and booked by OMD and Talon, with creative technology and digital production by Grand Visual.

Earlier this month, the BBC Click team visited GV Towers where LJ Rich caught up with Dan to discuss all things Augmented Reality and how best to use the technology to generate engaging Out of Home experiences.

Pepsi MAX Bus Shelter Augmented Reality interactive digital OOH

Pepsi MAX has launched the next stage of their ‘Unbelievable’ campaign, with a cutting-edge DOOH stunt which revolutionises how we see city streets.

Pepsi MAX AR Bus Shelter Balloons

The technology, which is currently exclusive to Pepsi MAX, was launched on one of London’s busiest roads, New Oxford Street. A Bus Stop digital 6-sheet was transformed to show a live feed of the street ahead and give the illusion of a see-through display. However, as people wait and watch, a series of incredible scenarios unfold on the street, instantly whisking Londoners away from their ordinary environment and placing them into something completely unbelievable. Commuters could be faced with a giant robot crashing through Oxford Street, or catch a glimpse of a passerby being abducted by flying saucers.

This creative concept is part of PepsiCo’s integrated campaign for the UK which brings Pepsi MAX’s ‘Unbelievable’ combination of maximum taste AND no sugar to life. It follows another media-first from Pepsi MAX in February which saw consumer generated Vines integrated across DOOH sites. The latest stage of the campaign, planned by OMD UK, bought by Talon, created by AMV BBDO, with production and creative technology by Grand Visual: combines the DOOH platform with state of the art augmented reality technology.

Pepsi MAX AR Bus Shelter Robot

The content created on Oxford Street has been caught on video and seen over 8 million times!

PepsiCo has launched an innovative Digital Out of Home campaign that integrates consumer generated Vine clips into Pepsi Max digital billboard adverts. Each day, the best Vines from #LiveForNow are updated in real-time and screened across The Grid, Ocean Outdoor’s network of large-format screens spanning the UK’s largest cities.


Vine, the 6-second social video platform owned by Twitter, has never been integrated into a real-time DOOH execution before.  Through social media, Pepsi Max encourages members of the public to create and submit their “Unbelievable” Vines using the hashtag #LiveForNow, and the best submissions are integrated into the DOOH creative using the OpenLoop dashboard.


The campaign is part of the company’s larger Live For Now campaign and will be supported with YouTube videos promoting the “maximum taste, no sugar” tagline. The campaign was created by AMV, planned by OMD UK in partnership with Talon, produced by Grand Visual, with Vine moderation from Jaywing.