7-up: MAKE ALLU DANCE

Credits & Description:

Category: Best Use of Other Digital Media in a Promotional Campaign

Advertiser: PEPSICO

Product/Service: BEVERAGE

Agency: BBDO INDIA

Date of First Appearance: May 21 2010

Entrant Company: BBDO INDIA, Gurgaon, INDIA

Entry URL: http://www.7up.in/AR/7up_ar.html

Executive Creative Director: Sandipan Bhattacharyya (BBDO India)

Group Head: Arjuna Gaur (BBDO India)

Associate Creative Director: Anunay Rai (BBDO India)

Visualiser: Gurdev Singh (BBDO India)

Chief Creative Officer: Josy Paul (BBDO India)

Account Supervisor: Aditya Gupta (BBDO India)

Account Director: Rajesh Sikroria (BBDO India)

Director: Jerald Packiasamy (Still Waters Films)

Producer: Preeti Machat (Still Waters Films)

Media placement: Viral videos (teasers) - youtube, facebook - 21/5/10

Media placement: Web banners - facebook, yahoo.com - 21/5/10

Media placement: Mobile QR code - Posters with QR code - 21/5/10

Media placement: Website - internet - 01/6/10

Media placement: Outdoor - Hyderabad, Vizag, Guntur - 21/5/10

Media placement: TV Spots - Maa TV, Gemini, Zee Telugu - 21/5/10

Media placement: Mall activation - Hyderabad - 25/5/10



Describe the objective of the promotion.

Andhra loves its films, its celebrities and its dance. So how can 7UP use the interactivity of a digital medium to cash in on this craze?



Describe how the promotion developed from concept to implementation.

Film Star Allu Arjun is a dancing god when it comes to the youth of Andhra. And the only thing better than seeing him dance, is making him dance.



Enter India's first Augmented Reality campaign. We put AR labels on 7UP bottles which allowed our consumers to log in to a website and literally control Allu's dance moves by moving the bottle.



The entire communication started with TV teasers, innovative outdoors and viral videos, followed by mall activations and in-store promos.



There were also lucky winners every hour who won iPods and other cool merchandise.



Explain why the method of promotion was most relevant to the product or service.

The campaign was at the intersection of three most popular elements of Andhra Culture - films, celebrities and dance. And instantly struck a chord with the youth.



Moreover, since the entire promotion was driven by QR codes on the label, it gave a boost to the sales and made sure the product played a vital role in the campaign.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Over 1,50,000 people participated in the activity. The sales of 7UP went up by 22% during the period of this campaign. It generated Rs. 22,72,450 worth of free airtime and made Allu Arjun the 6th most searched celebrity on yahoo.com