Title | DIGITAL VOODOO |
Brand | PEPSICO INDIA |
Product / Service | 7UP |
Category | B02. Consumer Products & Services |
Entrant | BBDO INDIA Gurgaon, INDIA |
Entrant Company: | BBDO INDIA Gurgaon, INDIA |
DM/Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chief Creative Officer |
Sandipan Bhattacharyya | BBDO India | Executive Creative Director |
Arjuna Gaur | BBDO India | Associate Creative Director |
Anunay Rai | BBDO India | Creative Director |
Gurdev Singh | BBDO India | Visualiser |
Rajesh Sikroria | BBDO India | Vice President |
Aditya Gupta | BBDO India | Account Director |
Jerald Packiasamy | Still Waters Films | Director |
Preeti Machat | Still Waters Films | Producer |
Andhra Pradesh, India's largest soft drink market is obsessed with its movies, its celebrities and its dance. How can 7UP use interactive technology to cash in on the craze and build salience in the region?
The campaign merged the 7UP brand world with cinema, music and dance, turning the product into an enabler that allowed youth to interact with their favourite star in a completely new and thrilling way. Altogether strengthening our brand proposition: Mood up with 7UP.
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 QR Codes 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 that won iPods and other cool merchandise.
Since the entire promotion was driven by QR codes on the label, it gave a 22% boost to the sales and made sure the product played a vital role in the campaign. Over 1,50,000 people participated in the activity. The campaign generated Rs. 22,72,450 worth of free airtime and made Allu Arjun the 6th most searched celebrity on yahoo.com