Use of Mobile
Client PepsiCo
Brand 7UP Revive
Agency Mindshare
Brief 7UP Revive had a brave task of not only making an impactful launch but also to educate the audience on the functional benefits.Hence, the role of media had to revolve around targeting consumers with active lifestyles and capturing moments of sweat across the day educating the consumers on the benefit of 7UP Revive in their daily lives.
Scale & Location
 Location/Platform: The use of TemperAd Engine enabled us to serve banner communication real-time across ‘Swe(a)t Moments’ when he was browsing on Google.
Facebook & other mobile apps esp. when it mattered.The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life which were strategically chosen by mapping schedule with pincodes with mobile towers.
Cultural Context
 Location/Platform: The use of TemperAd Engine enabled us to serve banner communication real-time across ‘Swe(a)t Moments’ when he was browsing on Google.
Facebook & other mobile apps esp. when it mattered.The sampling exercise was planned around key outdoor Swe(a)t moments in consumer’s life which were strategically chosen by mapping schedule with pincodes with mobile towers.
Solution
 We built a technology intervention into advertising which identified the Moment of Truth; where the consumer was actually sweating!
We called this engine that identified the ‘Swe(a)t Spots’ using a TemperAd Engine. It was designed & programmed to dynamically display advertising across mobile apps/websites whenever the temperature & humidity on their phone indicated a possibility of sweating.
Results:
 • 6 million brand exposures during actual sweat moments.
• 15% higher CTR on similar apps. Awareness level of 56%.
• 35% of aware also tried the drink.
• 75% of consumers endorsing 7UP Revive as a drink that replenishes nutrients and vitamins. We gave the consumer an opportunity of being out in the sun!
Insights:
 The large population which is compelled to be outside even in peak summer in temp above 40C is the young force & students.The mobile – their ubiquitous companion – became a natural fit for a touchpoint to communicate.We used the core thought of capturing our consumers & made smart use of growing weather applications which are triggered atleast once in day by user to check the temperature.