GULPihan sa 7-Eleven
7-Eleven Philippines
Issue 41 | December 2016
Agency
MullenLowe Philippines
Creative Team
Chief Creative Officer: Leigh Reyes Executive Creative Director: Abi Aquino Managing Director: Alan Fontanilla Creative Director / Copywriter: Roman Carlo Olivarez Senior Copywriter: Min Roldan Art Director: Iya Parungao Social Media Director: Raffy Bariso Senior Account Manager: Irish Viado Head of Planning: Viboy Palillo Print Director: Jake Fernandez Community Manager: Jel Villanueva
Production Team
Video Production: Sinematika Producer: Jeng Encabo Operations Manager: Philip Co Segment Producer: William Edward Garcia Video Editor: Chichi Arquero
Date
April 2016
Background
People were spoiling for a fight online because of the Philippines' most controversial election. Gulp's 7-Election wanted to own this.
Idea
Gulp used an overlooked Facebook tool – the Event page. They created an event that humorously mimics a violent smackdown. People confirmed their attendance and invited other people. They even campaigned for their preferred candidates! Gulp also held live chats to make people realize the value of voting.
Results
4 Million unique users reached for the GULPihan event page. Gained Php 14 Million media values earned without traditional media support. Over 2.7M votes cast, a record breaking three (3) digit increase in sales. 127% increase in sales versus last year.