DIGITAL VOODOO

TitleDIGITAL VOODOO
BrandPEPSICO INDIA
Product / Service7UP
CategoryB02. Consumer Products & Services
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
DM/Advertising Agency:BBDO INDIA Gurgaon, INDIA

Credits

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

The Brief

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?

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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