2017 Winners & Shortlists

Brief Explanation

SITUATION 7UP’s sales has gone -3% to -5% for the last two years, due to increased competitions from within the segment and the category. The segment and the category have also seen a -1% to -3% decline in the last few years, due to consumers becoming more health conscious. OBJECTIVES Commercial: • To increase share by 2.7%. Communication: • To increase brand love and build deep, meaningful connections with its consumers. • To create an impactful campaign that sparks and spreads positivity — 7UP’s mission. INSIGHT The Lebanese civil war was a multifaceted conflict that lasted for 15 years and affected more than 4 million people. It ended in 1990, but the past sounds of fear and violence lived on. In Lebanon, bullet holes are everywhere — in every city, in every village. They are a constant reminder how it feels to be at war. April 13th is the Remembrance Day of the Lebanese civil war. For decades, particularly on this day, everyone in Lebanon is reminded of the sounds of fear and violence. STRATEGY 7UP used the same bullet holes to remind people of how it feels to be at peace. THE CREATIVE IDEA & EXECUTION 7UP Wall of Music. A war-torn wall with bullet holes that played the joyful sound of 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, where the frontier line once was. In collaboration with technical engineers, a well-known composer and the Municipality of Beirut, we transformed seven bullet holes on a war-torn wall into seven musical notes and created 7UP Wall of Music. Every bullet hole was fitted with a precision motion sensor linked to a unique pre-recorded note. So when people walked pass the wall, they triggered the motion sensor, and a positive melody 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. RESULTS: Business: • 6.2% increase in shares in Lebanon, plus an average 2.9% in other Levant countries and GCC. Source: Nielsen sales report, Jan - July 2015. Campaign reach and impact: • The film was viewed more than 1.5 million times. Lebanon’s population is 4 million. • Featured in over 250 online and mass media channels. • Made 3.6 million impressions from PR and social media worth over USD222,000. • 46% increase in positive word-of-mouth. • 97% positive sentiment across all mentions. • 65% increase in brand buzz. Sources: YouGov BrandIndex report 2015, Asda'a Burson-Marsteller report 2015, OMD CommTracker, Facebook & YouTube analytics. • The Municipality of Beirut decided to move the Wall of Music to the National War Museum to preserve the sound of peace. Return on marketing investment: Campaign investment: $390,000 Revenue increase: >$7.45 million Earned media (PR and social) worth over USD222,000.