Brand | UNILEVER |
Product/Service | LIPTON YELLOW LABEL AND LIPTON CLEAR GREEN |
Entrant | TRACYLOCKE Dubai, UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS & SERVICES |
Entrant Company
|
TRACYLOCKE Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TRACYLOCKE Dubai, UNITED ARAB EMIRATES
|
The Brief
Dipping tea bag is a routine and mundane experience
Adding excitement and involvement in the usage of tea bags is at the heart of our tea bag conversion strategy through consumer involvement
So we decided to drive excitement around Dipping Tea bags, and higher involvement with each dip
Transforming the dipping experience to an Exciting one through running a 360 ° thematic promotional campaign
Describe how the promotion developed from concept to implementation
To bring the excitement to dipping, we used a new technology for the Tea bag called Unique Reveal Technology.
You Dip the tea bag into water, and an icon will be revealed on the tea bag.
You see it you win it.
This was reflected in the campaign visual with a single minded message (Dip and win) and visual cue to showcase the tea bag dipping and revealing the prize when is goes into the Tea.
Describe the success of the promotion with both client and consumer including some quantifiable results
By the end of the campaign, 199,077,698 teabags were dipped. Lipton Yellow Label sales grew by 17.7% and Lipton Clear Green sales grew by an astounding 55.4%. As for digital, Facebook engagement rate increased from 5% to 81% and likes multiplied by a whopping 400%.
Explain why the method of promotion was most relevant to the product or service
The most important thing about this promotion is that its relevant to the business objective (tea bag conversion) and reflects the brand personality for being innovative, relevant and exciting.
And for the technology to be utilized with a good ROI, it needed a brand with scale that ONLY Lipton can offer. Furthermore it is an ownable mechanic, which cannot be replicated with any other FMCG product.
Credits
Mourhaf Akel |
Tracylocke/Dubai |
Senior Art Director |
Khaled Fadel |
Tracylocke/Dubai |
Art Director |
Authimoolam Ashok |
Tracylocke/Dubai |
Graphic Designer/Finaliser |
Dolly John |
Tracylocke/Dubai |
3d Finaliser |
Imad Salibi |
Tracylocke/Dubai |
Account Director |
Sirine Hamade |
Tracylocke/Dubai |
Account Manager |
Karim Mokdad |
Tracylocke/Dubai |
Account Executive |
Katrina Petrenko |
DDB/Dubai |
Copywriter |
Red Impact |
Jeddah/KSA |
Production House |
Digitall |
Beirut/Lebanon |
Digital Agency |