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Client Name: 7UP Pepsi Co.

Project Name: Seafood & 7UP

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7UP Vietnam campaign 2014. Vietnamese people love seafood and we wanted to position 7UP and seafood as the perfect pair. We started with the usual ATL and TVC, then cascaded a proposal for phase 2 as consumer digital and on ground experience & journey.

For Phase 2 social media was tapped with an unbranded account 'ghienhaisan_07' disguised as a seafood lover. Passionate about seafood, the account follows, loves, comments on seafood photo posts. She even recommends refreshing with 7Up to make the meal more complete and adds #UPCUNGHAISAN hashtag to create a unique visual seafood experience. She leaves tips, reminds 7Up for every seafood outlet check-in, and promotes ‘TRENDY’ seafood place.

This phase is digital-led. It starts out with a digital game that’s seeded on relevant online channels and Facebook target users are encouraged to play and find their ‘Perfect Match’.

Step by step, they’re asked to provide personal information and describe themselves via an online quiz. As a surprise, the ‘seafood’ version of themselves out of 7 possible types are revealed at the end of the game.

The reward for game players would be an entrance ticket to the ‘Perfect Match’ on-ground event– a seafood festival at Vung Tau, which brings all the missing halves together for a perfect match finale.

The event venue is split into 7 main areas serving 7 special seafood dishes. There are spaces for extra activities to entertain participants for the whole night. They will be given tickets that show a map of Vietnam which particular seafood came from which region in the country.

Included in the event would be other entertainment activities (music, dancing, beach games, group games, etc.) and different food kiosks. Net takeaway would memorable experience of fun, perfect food paring with 7Up.

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