2010 Winners & Shortlists

The Brief

Brook Bond is a blend of tea that's strong in flavor and is particularly loved by Asians. Its brand positioning is about coming together for family moments. The challenge was that sales for tea bags and loose tea had cooled in the region and needed to be brewed to heat up again with a strong promotion. But the problem was, that gold (the preferred prize offering for Asians) had been over-used. We needed something to get people extra excited and motivated about coming together again.

Creative Execution

The promotion was lead by a key visual of a plane in a tea cup, formed from the tiny bubbles of milky tea (the way Asians love it). Whilst the stand re-created the airport theme which was not a sight normally seen in busy hyper-markets. The novelty of seeing "Flight attendants" was a sure way to attract attention and instantly communicate something special was happening in-store. Red was predominately used for maximum impact and to stand out amongst the clutter of colour from other product packaging.

Describe the creative solution to the brief/objective.

Many Asian expats had re-located to the Gulf region leaving behind loved ones and extended family in their own home countries. We thought what better way to reinforce the tea's brand positioning of “coming together” and drive sales, than to offer the chance for the whole family to win air tickets to their home country. We activated the promotion in-store with an airport themed product display stand baggage carousel (which rotated), instant travel related prizes, “flight attendant” promoters and a replica boarding pass scratch & win prize coupon.

Results

The 360 degree activation campaign ran in only 23 key super and hypermarkets for one month. In that time it generated: market share was retained one month after activation new sales from previously dormant sales accounts 7.70 ROI And some very happy re-united families!