2014 Winners & Shortlists

Results and Effectiveness

- Sales target exceeded by 13% for first 3 months - 56% Awareness in 3 months (vs. objective of 30% in 6 months) - 14% Trial in first 3 months - A promoted trend on Twitter to boost awareness and votes with 23.5% engagement rate, highest on record in the region to date. - Twitter AER of 16.6 vs. benchmark of 8% - 9.3 MM Twitter impressions - 75,641 Facebook engagements - 6.2 MM Facebook reach - 2.7 MM YouTube views - 338,106 votes while our target was 300,000 votes

Creative Execution

We teamed up with Bader Saleh, one of KSA’s most popular YouTube comedy personalities to help engage online consumers and get them to help name our product by voting and lobbying for their favourite. In a series of films, Bader Saleh shows how the product idea was born and introduces three characters who each lobbies for his chosen name – a slick salesman for ‘Lamoon’, a bright marketing guy for ‘Lemo’, and a crazy scientist for ‘Squeeze’. Tired of their bickering, Bader turns to consumers for help. The Integrated digital strategy was set to drive traffic through different touch points, enabling our fans to easily participate and vote. Facebook, Twitter, SMS and a toll-free number to encourage users to vote A microsite was created to show the real time status of votes.

Insights, Strategy and the Idea

To further grow share of the citrus segment, 7UP introduced a new lightly carbonated lemonade. The market was driven by entrenched names with strong consumer loyalty making it tough to quickly establish a new product. We knew that for the launch to succeed, we had to quickly establish the new name and make it famous and popular by creating news and engagement. Saudis are the most active population on social media in the region, using it extensively to discover, appropriate and lobby for various ideas, interests and causes. We concluded that the quickest and most socially engaging way to make people love and get attached to our new product; would be to get them involved in the naming process. 7up’s ‘nameless’ flavour was launched in the market with limited edition cans, with just a question mark “?” name design and a CTA to vote for one of 3 suggested names.