Khi X Cần Y Như Ăn Hải Sản Cần 7Up Chanh
Leveraging on the fact that seafood dishes and lemon-lime go hand-in-hand, 7UP has been focusing their communications on pairing the brand with seafood since 2014. To turn this common behavior into a ritual where consumers would naturally choose 7UP Lemon-Lime to complement their favourite seafood meals, BBDO Vietnam and 7UP devised a summer campaign that delivered a simple and memorable message: “Seafood needs 7UP Lemon-Lime” everywhere and anywhere they would search, order and eat seafood.
The campaign kick-started with a series of quirky un-skippable YouTube bumper ads that reinforced this message, in comparison to other inseparable pairs of objects. The short videos were then combined into one clip and instantly broke the national record by being the #1 most-viewed YouTube Masthead in Vietnam, with almost 5million views in just one day. It also proved to be popular on social media with KOLs generating their own parody content, while consumers even applied the campaign message “…just like seafood needs 7up Lemon-Lime” into their everyday life situations, generating huge online buzz.
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