2013 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to 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. Once the first episodes gained some traction and the association with 7UP became clear, we linked them to the 7UP communities on Facebook & YouTube, offering additional content. We then created a radio show where he was the presenter, took calls from our consumers and discussed situations related to the campaign theme.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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. Considering 7UP digital communities were virtually non-existent prior to this campaign, the results were phenomenal over the 8 week duration: