• To spark and spread positivity and hope on the Remembrance Day of the Lebanese civil war.
• Research has revealed that 7UP does not stand for any emotional benefits in the minds of consumers in the region.* 7UP had to re-engage with its core target audience, young adults, and build deep and meaningful connections with them.
*Source: PepsiCo-Flamingo research 2013
In collaboration with technical engineers, a local musician and the Municipality of Beirut, we transformed bullet holes on a war-torn wall into musical notes to create the 7UP Wall of Music.
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.
To amplify the impact of the Wall of Music, we captured people interacting with the wall and their reactions on camera, and shared the film on social media.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 6% increase in shares in Lebanon.
• 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.
Explain why the method of promotion was most relevant to the product or service
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.
By transforming seven bullet holes on war-torn wall into seven musical notes of the 7UP melody in an on-ground activation, we sparked a sentiment of peace and hope right from where the conflict zone once was — on Remembrance Day of the Lebanese civil war.