7-up DM STORM by BBDO Mumbai

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Industry Soft Drinks
Media Direct marketing
Market India
Agency BBDO Mumbai
Director Jerald Packiasamy
Creative Group Head Arjuna Gaur
Associate Creative Director Anunay Rai
Executive Creative Director Sandipan Bhattacharyya
Producer Preeti Machat
Account Supervisor Aditya Gupta
Released March 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: PEPSICO
Product/Service: 7UP
Date of First Appearance: Mar 15 2011
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Executive Creative Director: Sandipan Bhattacharyya (BBDO India)
Creative Group Head: Arjuna Gaur (BBDO India)
Associate Creative Director: Anunay Rai (BBDO India)
Senior Visualiser: Rakesh Ranjan (BBDO India)
Account Director: Rajesh Sikroria (BBDO India)
Account Supervisor: Aditya Gupta (BBDO India)
Director: Jerald Packiasamy (Still Waters Films)
Account Executive: Harsimran Kaur (BBDO India)
Chairman / Chief Creative Officer: Josy Paul (BBDO India)
Producer: Preeti Machat (Still Waters Films)
Media placement: TV Commercial - Sun TV - 15/03/11

Describe the brief/objective of the direct campaign.
7UP wanted to be more popular among the youth in Tamil Nadu, a southern state in India, and increase its sales there. To do that we needed to add new customers to our base there.

In a nutshell, the strategy was to 'Tamilise' 7UP.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The best way to reach the youth across the entire state was Television, and we devised a commercial that created heroes out of everyday people. Small town guys with superhero-like powers who take on the Chennai Super Kings (Tamil Nadu's most famous cricket team) in the fastest form of the game - 7UP Pattalam Cricket.

The TVC invited youngsters from over 32 cities to call and register for this event where they could play with their cricketing idols, the Chennai Super Kings. This activation ran simultaneously with the Indian Premier League, almost like a parallel cricket league for Tamil Nadu youngsters.

Explain why the creative execution was relevant to the product or service.
No other youth brand had empowered the youngsters from smaller towns and cities to compete at the highest levels in cricket. The fact that boys from small towns were depicted as heroes daring the Chennai Super Kings in itself was a great motivation for them to join in.

The creative solution was distinctive and uniquely ownable by 7UP because of the format of the game. We created a game with 7 players, 7 overs, and 7 balls per over which helped reiterate the 7 connect with the brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 3,000 teams across 32 cities called up on the response number and registered for the play-offs which meant, over 21,000 players took part in this grand activation.

130,000 people were part of these league matches as supporters and participated in promotional contests. Apart from the free media coverage across channels and newspapers, this 7UP format of the game generated tremendous WOM in Tamil Nadu during the IPL season. Since the campaign was linked to sales (Teams had to collect 7 labels to register), it went up by 30% as compared to the same period in the previous year and incremental case sales touched 20.8 million cases.