Cannes Lions

Switched On

IMPACT BBDO, Dubai / PEPSICO / 2017

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Case Film
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Overview

Entries

Credits

Overview

Description

7UP Switched On. The first self-illuminating eco-basketball court powered by solar energy that’s designed to light up when there’s a blackout. It doubles as a permanent outdoor advertising medium for the brand.

Execution

We designed the first self-illuminating, eco-friendly basketball court with solar-charged panels that soak up the sun during the day, and glow in the dark. So when there’s a blackout, the court lights up. And the game never stops.

To amplify the impact, we captured the games (pre and post blackouts), people’s reactions and shared the film on social media. Not only did it make headlines, it also lit up the Internet.

The innovative court was opened at the end of 2016, with 12 more planned for 2017.

Media innovation:

More than just an innovative basketball court, it’s also a permanent outdoor advertising medium for the brand that appeals to the youth community and helps them keep the game going.

Outcome

• Total online film views: 11,403,939

• Total interactions: 768,065

Note: In Lebanon and GCC, across Facebook, YouTube and Twitter. All in just 3 days.

• 73% increase in brand engagement

• 91% positive sentiment across all mentions

• 48% increase in brand buzz

• Real impact: The game goes on even when there’s a blackout at night.

• Basketball 1 — Blackout 0.

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