2016 Winners & Shortlists

The Campaign

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 — and with mass media and key influencers — 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.

The Brief

• Become the talk of town on social media during the Remembrance Day. • Create a newsworthy piece of content. • Achieve a significant increase in positive brand perception. • Increase brand advocacy amongst our core target audience.

Execution

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.   Each bullet hole was fitted with a precision motion sensor linked to one of the notes of the joyful 7UP tune. And when the sensor was triggered, a note was played. PR push • We invited main TV stations to cover the event. • We created an online film and shared it on social media the next day. • We partnered with key local and regional influencers to share the online film during the week of the Remembrance Day.

• 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.

The Strategy

Strategy 7UP wanted to use the same bullet holes on a war-torn wall to spark a ripple of hope and peace. So we transformed seven bullet holes into seven musical notes and created the 7UP Wall of Music. Timing We launched the campaign on April 13th, 2015, the Remembrance Day of the Lebanese civil war. Content strategy • Create content with strong local relevance. • Exploit an existing conversation and change it to show 7UP’s brand purpose. • Create a newsworthy and share-worthy campaign. PR strategy • Pull — Free (mass) media coverage. • Push — Share content with 7UP Facebook fans and key (local and regional) influencers for them to share with their followers.