Brand | PEPSICO |
Product/Service | 7UP |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Business Citizenship / Corporate Responsibility & Environmental |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
SWERVE Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
LIZARD VFX Cairo, EGYPT
|
The Campaign
7UP Switched On.
The first eco-basketball court powered by solar energy.
Execution
We went to one of the most popular street basketball courts in Beirut and installed eco-friendly 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.
• 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.
The Situation
Basketball in Beirut is as huge as football in Brazil. There are hundreds of street courts hosting games around the city. But there’s a problem: Power cut. For an average of 3 hours every day. Sometimes, it even goes up to 6 hours. No lights, no games.
An infamous problem requires an innovative, much-talked-about solution.
So we created 7UP Switched On. The first eco-basketball court powered by solar energy that’s designed to light up when there’s a blackout, so the game never stops.
Beyond being widely talked about by the media, it’s also loved by the entire youth community.
The Strategy
Target audience:
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.
Brand mission:
To make a real impact in the youth’s daily life by helping solve everyday problems in their respective city.
Approach:
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.
Credits
Fadi Yaish |
Impact BBDO Dubai |
Executive Creative Director |
Daniel Corrêa |
Impact BBDO Dubai |
Creative Director |
William Mathovani |
Impact BBDO Dubai |
Associate Creative Director |
Simone Milani |
Impact BBDO Dubai |
Copywriter |
Enrico Motti |
Impact BBDO Dubai |
Art Director |
Anju Purushot |
Impact BBDO Dubai |
Senior Producer |
Philippe Berthelot |
Impact BBDO Dubai |
General Manager |
Mathieu Diette |
Impact BBDO Dubai |
Regional Account Director |
Solange Constantine |
Impact BBDO Dubai |
Account Manager |
Egor Petrov |
Swerve |
Director |
Links
Social Media URL