GULPIHAN SA 7 ELEVEN

Silver Spike

Case Film

Presentation Image

TitleGULPIHAN SA 7 ELEVEN
BrandPHILIPPINE SEVEN CORPORATION
Product / ServiceGULP DRINKS
CategoryC02. Use of Social in a PR campaign
EntrantMULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES
PR GRUPO AGATEP Manila, THE PHILIPPINES

Credits

Name Company Position
Leigh Reyes MullenLowe Philippines President/CCO
Abi Aquino MullenLowe Philippines Executive Creative Director
Alan Fontanilla MullenLowe Open Philippines Managing Director
Roman Olivarez MullenLowe Open Philippines Creative Director
Irish Viado MullenLowe Open Philippines Senior Account Manager
Min Roldan MullenLowe Open Philippines MullenLowe Open Philippines
Iya Parungao MulllenLowe Open Philippines Jr. Art Director
Raffy Bariso MullenLowe Philippines Social and Content Director
Jel Villanueva Freelance Community Manager
Viboy Palillo MullenLowe Philippines Planning Director

The Campaign

We created an event that humorously mimics a violent smackdown using an overlooked Facebook tool - the event page. We empowered people to engage and campaign for their preferred candidates. We also held live chats to make people realise the value of voting.

Execution

GULPihan or (Smackdown) is a noisy brawl that goes down in a public place. Most Filipinos are so into politics that it is not unusual for arguments around it to end up in a gulpihan. Picking up on this negative Filipino trait, we used the noise surrounding politics to fight off mindless posts from turning violent. Another notorious if less violent trait is Filipinos’ tendency to fence sit and remain undecided. 7-Election created a nuisance candidate persona to represent the Undecided Cup. The Undecided Cup pushed against people’s choice not to make a choice and instead encouraged them to make a choice and create change. The event page fostered intelligent conversation so that voters will be knowledgeable to choose and vote for the right candidate.

4 Million unique users reached for the GULPihan event page. Gained Php 14 Million media values earned without traditional media support. Over 2.7M votes cast, a record breaking three (3) digit increase in sales. 127% increase in sales versus last year.

The Situation

Social media has been a significant tool in expressing one's views and opinions especially on the presientiables they are supporting. People were spoiling for a fight online because of the Philippines' most controversial election, GULP's 7-Election wanted to own this by using the Facebook tool, Event page. 7-Eleven created an event that humorously mimics a violent smackdown which made people campaigned for their preferred candidates. This led to 4M unique users reached and PHP 14M worth of earned media values.

The Strategy

The campaign used the concept of a street brawl – GULPihan, in the vernacular– to turn the intense election related heat and partisanship into something positive. 7-Election’s Facebook event page GULPihan sa 7-Eleven (Smackdown in 7-Eleven) gave the public an online tool to voice out their opinion in support of their candidates.

Links

Social Media URL