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Mumbai: An overwhelming response in 2012 inspired 7UP to launch the second season and announce the new brand ambassadors for 7UP Dance On 2013. Puneeth Rajkumar, the Karnataka film power star launched the event to mark the start of another grand show.
The aim was to get every consumer to ?feel up?, with 7UP and associate the platform of dance with 7Up and its new positioning. To make the activation to be the biggest consumer event in all calendars with DANCE as the core focus. The core message was "Unleash the dancer within" you and all pre promotional efforts conveyed that you don?t necessary have to be a trained dancer to become famous.
The Challenge was to move 7Up away from cricket and reposition it as a Dance property. To develop a 360-degree plan for 7UP, centred around on ground activation.
The team reached out to millions of consumers via four levels of auditions - city, regional, semi-finals and the grand finale. Dancing talent from 34 cities in South was brought to 15 audition centers where the best teams were selected through online voting to arrive at the top 7 dancing talent of the region.
The team created the Pre hype in about 34 cities for 10 days. They reached out to youth centric major touch points. Approached students, corporate and the common man to come and audition for this Dance in Competition which was opened to all genres. Their performances were then telecast on TV. The winning prize was a whopping sum up to Rs 51 Lacs.
Ms. Ruchira Jaitly, Category Director - Flavours, PepsiCo India said, 7UP ?Dance On? has been a great platform for aspirants in South India who are passionate about dance. Fuelled by a phenomenal success last year, we came back this year on a grander scale and we were overwhelmed to receive an enthusiastic response multiplied manifold. Driven by an UPtimistic spirit, hundreds of participants lined up at each of the city auditions irrespective of their background or profile. With around 6328 individual entries from the South, 7UP ?Dance On? was a powerhouse of amazing talent and energy!
Commenting on this, Mandeep Malhotra, President, DDB MudraMax - OOH, Retail & Experiential said, "7Up as a brand really gave me exciting experience of close to heart talent in south India. Dance is an integral part of today?s youth. If I recollect this is the most effective
experiential marketing which I have seen. We at DDB MudraMax are proud to be partnering 7up for the wonderful experience."
Credits:
DDB MudraMax Experiential
Office Head: Mandeep Malhotra
Account Head: Gaurav Gupta
Account Management: Kushagr Sharma & Vivek Khanna
Creative: Shipra Sharma, Pramod Kumar, Rishi Wadhawan
Operations Head: Nakul Sharma
Operations: Sarvesh Gothwal, Sandeep Sharma
DDB Mudra Bangalore: Sahil, Hemant, Ajay, Vishwanath, Naveen, Murthy
DDB Mudra Hyderabad: Muralidhar, Sadanand, Manoj
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