The Lebanese civil war was a multifaceted conflict that lasted for 15 years and affected 4 million people. It ended in 1990, but the past sounds of fear and violence live on.
In Lebanon, bullet holes are everywhere. In every city, in every village. They are a constant reminder of how it feels to be at war.
7UP wanted to use the same bullet holes to remind people of how it feels to be at peace.
On April 13th, 2015, the remembrance day of the Lebanese civil war, we went to the heart of Beirut and the conflict zone during the civil war. In collaboration with technical engineers, a well-known musician and the Municipality of Beirut, we transformed seven bullet holes on a war-torn wall into seven musical notes to create the 7UP Wall of Music. We installed cameras to capture people’s interactions with the wall and their reactions. We then shared the film on social media to change the conversation on Remembrance Day.
Each bullet hole was fitted with a precision motion sensor linked to one of the notes of the joyful 7UP tune. And when people triggered the motion sensor, a note was played.
• Decline in sales stopped from April to July 2015.
• 6% increase in shares in Lebanon.
PR and engagement results
• Reached 2.6 million people on social media.
• The video was viewed more than 1.5 million times. Lebanon’s population is 4 million.
• Featured in more than 250 online and mass media channels.
• Made 3.6 million impressions from PR and social media worth more than USD222,000.
• 46% increase in positive word-of-mouth.
• 97% positive sentiment across all mentions.
• 65% increase in brand buzz.
• 47% increase in positive reputation.
• The Municipality of Beirut decided to move the Wall of Music to the National War Museum to preserve the sound of peace.
Sources: BrandIndex, Asda'a Burson-Marsteller report, Facebook & YouTube analytics.