7UP Switched On.
The first eco-basketball court powered by solar energy.
Creative 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 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.
Sources: BrandIndex, Asda’a Burson-Marsteller report, Facebook and YouTube analytics.
Explain why the method of promotion was most relevant to the product or service
7UP Switched On is an on-ground activation that solved the age-old problem of power cuts in Beirut, Lebanon where Basketball is the most popular sport. 7UP applied innovative technology to remove the street courts’ reliance on electricity and keep the game going, even when there’s a blackout at night.
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.