2015 Winners & Shortlists

Creative Execution

We asked people to share moments of togetherness and joy, facilitated by Lipton. A campaign hash tag - #teamoments was created, and paid media was used to encourage consumers to attach a 6 second video clip or photos of their teamoments. Our teamoments.net microsite provided an additional platform for users to share their moments and Mobile and Search targeting reached the audience at poignant moments throughout their day. User generated content was collated and stitched together to create a UGC TV advert which then aired on MBC channels across the region during the final week of Ramadan and on YouTube’s Homepage Video Masthead.

The strength of results amazed everyone who worked on the campaign, and most of the client: -Volume growth leapt a massive +21.1% - (11.1 percentage points greater than the target). This was huge news for the business, Ramadan is not only a time when tea consumption drops, but also a very important time of year to be in the home and build emotional connections with consumers. -We gained 172 basis points in July versus previous month, a significant gain versus the target of 60 basis points. -Aside from business impacts, we engaged our audience and were successful in creating new Ramdan Iftar to Suhoor moments.

Objective: Deliver a +10% YoY sales target with a 60 Basis Points (bps) market share gain during Ramadan, a time of year where black tea consumption plummets and advertiser spends rocket. Insight: Most brands offer soulless, seasonal greetings. Few truly connect with their consumers. We knew that Ramadan is a month of reflection; contemplation and thanks. People come together with family and friends more frequently, and most of these gatherings centre are around F&B. A Unilever TNS Study revealed that tea consumption was high right after Iftar (breaking of the fast) and at Suhoor (Pre-dawn meal). However, in between, consumers often substituted tea with other beverages e.g. Vimto cordial. Strategy: Ramadan Tea moments are fond, family moments, so let’s celebrate them! Idea: Build a platform so consumers can celebrate and share their special Iftar to Suhoor moments,