| Dubai Lynx 2017 | ||
|---|---|---|
| Design | Brand Environments & Experience Design: Live Events, Installation & Experience | Bronze |
| Media | Use of Media: Use of Outdoor | Silver |
| Outdoor | Ambient: Special Build | Bronze |
| Promo & Activation | Use of Promo & Activation: Use of Ambient Media: Large Scale | Bronze |
| Loeries Awards 2017 | ||
| Media Innovation | Single Medium | Bronze |
| Outdoor & Out Of Home | Ambient & Alternative Media | Silver |
Media: Case Film
Client: Pepsico
Product: 7up
Agency: Impact Bbdo Dubai, United Arab Emirates
Entrant: Impact Bbdo Dubai, United Arab Emirates
Product/Service: 7up
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
Executive Creative Director: Fadi Yaish (Impact Bbdo Dubai)
Creative Director: Daniel Corrêa (Impact Bbdo Dubai)
Associate Creative Director: William Mathovani (Impact Bbdo Dubai)
Copywriter: Simone Milani (Impact Bbdo Dubai)
Art Director: Enrico Motti (Impact Bbdo Dubai)
Senior Producer: Anju Purushot (Impact Bbdo Dubai)
General Manager: Philippe Berthelot (Impact Bbdo Dubai)
Regional Account Director: Mathieu Diette (Impact Bbdo Dubai)
Account Manager: Solange Constantine (Impact Bbdo Dubai)
Director: Egor Petrov (Swerve)
The Campaign:
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.
Creative Execution:
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.
Indication of how successful the outcome was in the market:
• 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.
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.