DIGITAL VOODOO

TitleDIGITAL VOODOO
ClientPEPSICO INDIA
Product / Service7UP
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
Sales Promotion/Advertising Agency:BBDO INDIA Gurgaon, INDIA

The Brief

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.

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

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.

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
Aditya Gupta BBDO India Account Director
Rajesh Sikroria BBDO India Vice President
Jerald Packiasamy Still Waters Films Director
Preeti Machat Still Waters Films Producer