Brand | PEPSICO |
Product/Service | 7UP |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Events & Stunts |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
SWERVE Dubai, UNITED ARAB EMIRATES
|
The Campaign
7UP Traffic ‘Jam’.
A street concert that transformed car horns into musical notes.
Execution
We gathered a wide range of vehicles, tuned the horns to play different tones (each car was assigned a specific musical note) and sent them back onto the streets.
And in November 2016, in the midst of a busy and noisy street in the heart of Cairo, we held the 7UP Traffic ‘Jam’. A street concert where a symphony of vehicles played musical notes and turned everyday frustration into entertainment.
To amplify the impact, we captured the concert and people’s reactions, and shared the film on social media.
• Total views: 7,498,667
• Total interactions: 199,903
In Egypt and GCC, across Facebook, YouTube and Twitter.
All in just 3 days.
• 54% increase in brand engagement
• 89% positive sentiment across all mentions
• 37% increase in brand buzz
The Situation
7UP Traffic ‘Jam’ directly tackled the age-old problem of noise pollution in Cairo, Egypt, where dreadful traffic jams with deafening car horns are an everyday nuisance.
It’s a street concert where a symphony of vehicles played musical notes and turned everyday frustration into entertainment.
It’s a story of 7UP turned the same annoying horn noises on the streets into sounds that everyone loves to hear.
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 Egypt 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:
7UP turned the same horn noises on the streets into sounds that everyone loves to hear.
Credits
Fadi Yaish |
Impact BBDO Dubai |
Executive Creative Director |
Daniel Corrêa |
Impact BBDO Dubai |
Creative Director |
William Mathovani |
Impact BBDO Dubai |
Associate Creative Director |
Marcelo Maciel |
Impact BBDO Dubai |
Associate Creative 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