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7UP activation unleashes the dancer within

The activation in the South, executed by DDB MudraMax, had dance as the core focus with the message ‘Unleash the dancer within you’

BestMediaInfo Bureau | Delhi | July 11, 2013

An overwhelming response in 2012 has inspired 7UP to launch the second season of ‘Dance On 2013’. Puneeth Rajkumar, the Karnataka film 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 the brand and its new positioning.

The activation, executed by DDB MudraMax, had dance as the core focus.  The message was “Unleash the dancer within you” and all pre-promotional efforts conveyed that you don’t need to be a trained dancer to become famous.

The challenge was to move 7Up away from cricket and reposition it as a dance property by developing a 360-degree plan based 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 the South was brought to 15 audition centres 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, corporates and the common man to come and audition for this Dance in Competition which was open to all genres. Their performances were then telecast on TV. The winning prize was a whopping Rs 51 lakhs.

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 6,328 individual entries from the South, 7UP ‘Dance On’ was a powerhouse of amazing talent and energy.”

Mandeep Malhotra, President, DDB MudraMax - OOH, Retail & Experiential, said, “7Up as a brand really gave an 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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