Brief Explanation

The hydration category is incredibly competitive with a growth of entrants from both local & global in 2015. As market leader, our challenge for 7UP Revive was to continue to drive Preference through awareness driving media and also drive Relevancy by targeting our communications at the right contextual moment - at times when our consumers would be sweating and hot to demonstrate the brands hydration proposition.

Results and Effectiveness

- Reached 680,000 students nationwide - 89,000 students participated - Interacted 129,000+ fans on VUG page, achieved 193,000 visits to the VUG website and almost 400,000 views on Youtube - Generated 84 PR articles, 16 live games on sports TV channels and extensive news on national TV channels and via our partnership with youth TV channel YAN TV - Overall gained more than 360% ROI, with more than 90% students aware of the association of 7UP Revive & VUG And on top, delivered key KPIs: Fun brand increase + 7% Brand awareness +2 Brand love +3 Refreshment +4

Creative Execution

Using extensive organizational skills and a wide network we organized a series of events across 62 Universities in 3 key cities: Ho Chi Minh City, Hanoi and Da Nang. We created 2 main competitions Futsal and dance battle both bespoke to 7UP Revive and embracing the fun nature of our brand along with fun campus tours and university visits. VUG – as an on-ground based event – was the best platform to engage consumers however we still needed to raise awareness. So using the VUG 360 degrees communications platforms we were able to use live TV broadcast to air the games along with their digital platforms all generating news PR (online and print).

Insights, Strategy and the Idea

The unbalanced Vietnamese education mainly focuses only on theoretical knowledge. It leads to the fact of poor physical condition of university students. Besides, students are lacking of chance to interact across universities on nationwide scale. Our insight was based on knowing that students want to have fun in every aspect of their university life, from class to the sports field. 7UP Revive as a fun and vibrant hydration brand wanted to create the perfect playground for them to play and have fun. VUG (Vietnam University Games) is a unique multi-sports, multi-season and lifestyle proposition creating the perfect sport playground for our students across Vietnam whilst allowing us to use the right heat message to demonstrate hydration.