2020/2021 Winners & Shortlists

Why is this work relevant for Media?

The promotional leg was through launching a chatbot on Facebook Messenger, when people scan the bottle of 7up they get directed to the Chatbot where they are given a promo code to redeem from Otlob for a 75% discount voucher. A total 500K vouchers were consumed through the chatbot in the first 3 days of the campaign.

Background

Launching the campaign during Ramadan which is known for its family and friends’ gathering. Placing 7UP with food using fun and smart jingles with a famous celebrity to resonate the message with our TA. Adding a promo leg that includes vouchers for 75% discount from an online website for ordering food (Otlob) in order to stress on the campaigns concept. The main objectives were to establish the brand within this platform, to drive awareness and to push sales through a promotional leg in partnership with Otlob.

Describe the creative idea / insights (30% of vote)

From past experiences within the Egyptian market, promotions are always a strong purchase incentive when added to any campaign. However, the consumer normally prefer easy and simple steps. In order to make the consumers journey easier and in order to guarantee maximum exposure for 7UP's promotion we created a chatbot. The main purpose for the chatbot was to make the consumers redemption journey easier, they simply had to scan the QR codes on the 7UP products and they will automatically be redirected to the specially created chatbot which will in turn send them a voucher for a discount of 75% of their orders on Otlob (the top ordering app in Egypt).

Describe the strategy (20% of vote)

7UPs core target audience is 20-29, however given that the campaign was during Ramadan the target was extended from 18-35 in order to guarantee maximum exposure. when planning for the campaign there were a lot of elements that needed to be taken into consideration, there was the hero copy which had a celebrity and there were 3 jingles in order to capitalize on the Ramadan vibes, this element was for brand equity and brand awareness. Another important element which was added to push sales was the promotional leg with Otlob, where consumers would scan the QR code and be redirected automatically to the chatbot where they would recieve a 75% discount voucher on Otlob. The campaign was divided into 2 phases: The campaign had two phases: Phase 1: Campaign Kickoff. Phase 2: Promotional Leg in part with Otlob.

Describe the execution (20% of vote)

The chatbot was created and implemented in the second phase of the campaign, where it was needed to guide the consumers through the promo. An educational video was specially created and utilized on Facebook and Instagram to educate the consumers on how to scan the QR code and reach the chatbot to redeem their voucher. The chatbot was used on Facebook messenger while the educational video was utilized on Facebook and Instagram while the chatbot was live (19th of June - 23rd of June).

List the results (30% of vote)

500K vouchers were redeemed in the first 3 days only., and consumers found the promo very appealing that the promo reached the highest redemption rate 7UP has ever achieved yet: 61%.