2014 Winners & Shortlists

Results and Effectiveness

Our objective was to increase the Fun, Refreshment, Cool & Great Taste KPIs by 1 point. We overachieved on Fun, Refreshment, Cool and Taste Better KPIs by+4, +8, +6 & + 1 respectively. Moreover, other KPIs increased significantly: Buzz+4, Appealing Advertising+4, Understands Me+1, Inspirational Brand+3, and Unique+3. Digitally the brand had 188,917 Facebook post interactions compared to previously an average of 10,000, 546,995 new fans at 100% increase. The Engagement rate on twitter was at 5.5% (benchmark 1%), with 7,350 new followers at 700% increase. The content was gained 465,727 views of which 32% organically.

Creative Execution

7UP set out to search for Egypt’s king of cool but with the help of the fans. The idea started by a massive recruitment, whereby people were set up in different situations and tested to keep their cool. The hidden camera footage was then released to 7UP’s Facebook page and then all control was relinquished to the fans to engage and choose their semifinalists. The next phase was creating the hardcore boot camp experience for the 3 chosen finalists, each being subjected to ‘keep your cool’ tests by one of the trio. Feeds from the boot camp were placed for the fans to make their final choice and vote for the deserving kind of cool and send him off on a trip to Hawaii Despite 7 up being a TV driven brand, the core of the idea was driven by social media and mainly Facebook to enrich the engagement value of the idea and truly give control to the fans, while mainstream media was used to redirect the mass reach back into the fan page.

Insights, Strategy and the Idea

7up has been the leading brand within the Lemon Lime Flavors category in Egypt. However, over the past few years the competition was highly active hammering on the refreshment, without a true relevant connection with the consumers. The challenge was to come up with an engaging and relevant idea to the bulls-eye target audience; in order to enhance the brand perception in terms of uniqueness and to stand out as a cool, fun as well as a refreshing brand. The key insight was driven by Egypt’s current events. Due to the instability of the political situation, Egyptians were living in a stressful & tensed atmosphere. As a brand that stands up for coolness and clarity of the mind, 7up decided to intervene through a 360-engagement initiative sourced from the key insight. To add depth of relevance, we collaborated with a celebrity trio of comedians known as “Samir, Baheer and Shaheer”, who are not only popular and relevant but also embody many of the brand’s core values.