Brand | PEPSICO |
Product/Service | 7UP |
Entrant | IMPACT BBDO Jeddah, SAUDI ARABIA |
Entrant Company
|
IMPACT BBDO Jeddah, SAUDI ARABIA
|
Advertising Agency
|
IMPACT BBDO Jeddah, SAUDI ARABIA
|
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
The Campaign
Having built its brand image on physical refreshment, 7up needed to move up the ladder to build a stronger tie with consumers through a more meaningful delivery... becoming a real “FUN” and “COOL” brand.
The idea is about the everyday uncool situations our consumers face and how 7up turns them into cool one using mental clarity… something our Target audience would value in their daily life! Kabber Demaghak, or “keep a cool head” became our campaign slogan.
While content has been the “big thing” in KSA for a while now, the lack of locally produced content stuck out like a sore thumb. In order from brand 7UP to enter this space it needed to do so with a bang.
Partnering up with an already existing digital juggernaut was essential not only to leverage an existing platform, but also to use that platform to springboard 7UP’s newly set up digital communities.
Success of the Campaign
Considering 7UP digital communities were virtually non-existent prior to this campaign, the results were phenomenal over the 8 week duration:
Community growth:
Facebook: 160,000+ fans
YouTube: the campaign had a total of 8.1M YouTube views
Engagement:
Facebook: the average engagement rate was 708% higher than Facebook’s benchmark
YouTube: 200,000+ comments and 15,000 subscribers
Brand KPIs:
Lemon-Lime refreshment increased by 17 points compared to last year
Brand being fun and cool increased by 8 points vs. last year
KSA Volume growth increased by 12% vs. YAGO
Share of segment increased by 1.3 points vs. YAGO
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
7UP tied up with local comedians Badr Saleh to produce a web-series entitled “Kabbir Demaghak”.
The key to success was ensuring that the web-series was about the content itself, not the brand.
Banking on Eysh Elly’s massive YouTube presence, we launched the 8-episode web series with minimal branding - each episode centered around the Kabbir Demaghak theme where the start presenter would get agitated over something and then later have to calm down.
Once the first few episodes gained some traction and the association with 7UP became clear, we linked the series to the 7UP communities on Facebook & YouTube, offering additional content of the same quality.
To further create awareness and allow people to engage directly with Badr Saleh and 7UP, we’ve created a radio show where he was the presenter, took calls from our consumers and discussed situations related to the campaign theme.
Credits
Mario Daou |
Impact Bbdo Ltd Jeddah |
Associate Creative Director |
Anthony Azzi |
Impact Bbdo Ltd Jeddah |
Art Director |
Samer Khansa |
Impact Bbdo Ltd Jeddah |
Senior Account Director |
Faisal Shams |
Omd Uae |
Regional Director |
Fadi Maktabi |
Omd Uae |
Director |
Yves Massaad |
Omd Uae |
Director |
Waseem Moumneh |
Omd Uae |
Associate Director - Digital |
Waseem Afzal |
Omd Uae |
Regional Director - Digital |
Samer Chehab |
Omd Uae |
Manager - Social Media |
Khaled Akbik |
Omd Uae |
Manager - Social Media |
Mohammad Freigeh |
Omd Uae |
Manager - Planning |
Wissam Chami |
Omd Uae |
Executive - Planning |
Jose Abi Nassif |
Omd Uae |
Supervisor - Trading |
Abhinav Arora |
Omd Uae |
Senior Executive - Media Ops |
Mohammed Matheen |
Omd Uae |
Executive - Digital Planning |
Oussama Gholmieh |
Impact Proximity |
Gm |
Rishna Patel |
Impact Proximity |
Senior Account Manager |
Barna Szoke |
Impact Proximity |
Art Director |
Nabeel Qaisar |
Impact Proximity |
Technical Lead |