Results and Effectiveness

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

Creative Execution

The campaign was at the intersection of three most popular elements of Andhra Culture - films, celebrities and dance. 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 who won iPods and other cool merchandise.

Insights, Strategy and the Idea

Insight: Andhra Pradesh, India's largest soft drink market, is obsessed with its movies, its celebrities and its dance. Strategy: Use interactive technology to cash in on the craze and improve salience of 7UP in the region. Idea: Turn 7UP into an enabler that lets you interact with your celebrity in a completely new way.