7UP Switched On. The first self-illuminating eco-basketball court powered by solar energy that’s designed to light up when there’s a blackout. It doubles as a permanent outdoor advertising medium for the brand.
We designed the first self-illuminating, eco-friendly basketball court with solar-charged panels that soak up the sun during the day, and glow in the dark. So when there’s a blackout, the court lights up. And the game never stops.
To amplify the impact, we captured the games (pre and post blackouts), people’s reactions and shared the film on social media. Not only did it make headlines, it also lit up the Internet.
The innovative court was opened at the end of 2016, with 12 more planned for 2017.
More than just an innovative basketball court, it’s also a permanent outdoor advertising medium for the brand that appeals to the youth community and helps them keep the game going.
• Total online film views: 11,403,939
• Total interactions: 768,065
Note: In Lebanon and GCC, across Facebook, YouTube and Twitter. All in just 3 days.
• 73% increase in brand engagement
• 91% positive sentiment across all mentions
• 48% increase in brand buzz
• Real impact: The game goes on even when there’s a blackout at night.
• Basketball 1 — Blackout 0.
7UP Switched On directly solve the age-old problem of power cuts in Beirut, Lebanon where Basketball is the most popular sport. It applied an eco-friendly technology to remove the street courts’ reliance on electricity and keep the game going, even when there’s a blackout at night.
More than just an innovative basketball court, it’s also a permanent outdoor advertising medium for the brand that appeals to the youth community and helps them slam dunk blackouts.
Insights, Strategy and the Idea
We need to consistently engage with our consumers — young adults 18-30 — and maintain meaningful connections with them to be the top-of-mind brand and the soft drink of choice in Lebanon and across the region.
To make a real impact in the youth’s daily life by helping solve everyday problems in their respective city.
Necessity is the mother of invention. If we could come up with an alternative to the electric-based lighting system on street courts, we could keep the game going — no matter what.