7UP Free recently took a refreshingly original approach to out of home, with the launch of 7UP Balloon Street on Coppinger Row in Dublin’s city centre.
Passers-by on Coppinger Row enjoyed a vibrant, colourful installation of hot air balloons in green, yellow, red and white. These balloons were also showcased throughout the night with specially designed LED lights illuminating the street.
Coppinger Row was covered in these colourful balloons from the 2nd to 8th of August. The launch of Balloon Street was celebrated on the August Bank Holiday weekend, with passers-by receiving a free bottle of 7UP Free Tropical Splash when they visited Balloon Street.
Competitions were also incorporated into the campaign using social media sites. 7UP Free teamed up with FM104 to give their listeners a chance to win a trip to South America. Hot air balloons were strategically placed around well-known areas in Dublin, such as Dublin City University, the National Aquatic Centre and The O2, and people had to guess where the balloons were located when pictures of them at various places were posted on Twitter.
7UP Free also ran a Twitter competition where they asked passers-by to guess how many balloons there were on Coppinger Row, using the hashtag ‘#7UPBalloonStreet’. The winner correctly guessed that there were 198 balloons and will receive a GoPro 3+ camera as their prize.
The campaign proved to be very successful, with passers-by stopping and taking notice of the hot air balloons on Coppinger Row and many interacted with 7UP Balloon Street through such social media sites as Facebook, Twitter and Instagram.
This campaign was part of 7UP Free’s ‘Refreshingly Original’ summer campaign and other ooh formats used in the promotion include 48 Sheets, 96 Sheets, Adshel, Golden Squares and Super Rears. The creative focuses on showing Dublin/Irish landmarks with a 7UP Free slant.
This campaign was planned by PML Group’s ambient division and OMD, with creative by Irish International.