Title | DIGITAL VOODOO |
Brand | PEPSICO INDIA |
Product / Service | 7UP |
Category | A06. Best Use of Digital Media in a Promotional Campaign |
Entrant | BBDO INDIA Gurgaon, INDIA |
Entrant Company: | BBDO INDIA Gurgaon, INDIA |
Sales Promotion/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 |
Aditya Gupta | BBDO India | Account Director |
Rajesh Sikroria | BBDO India | Vice President |
Jerald Packiasamy | Still Waters Films | Director |
Preeti Machat | Still Waters Films | Producer |
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?
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.
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
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.