2016 Winners & Shortlists

SEE IT, #TAG IT, WIN IT!

BrandUNILEVER
Product/ServiceLIPTON
EntrantPHD Dubai, UNITED ARAB EMIRATES
CategoryUse of Social in a Promotional Campaign
Media Agency 2 PHD Dubai, UNITED ARAB EMIRATES
Entrant Company PHD Dubai, UNITED ARAB EMIRATES
Media Agency PHD Dubai, UNITED ARAB EMIRATES

The Brief

The campaign objective was to increase volume of Lipton Tea by encouraging participation in the on-pack promotion (The grand prize of which was a $30,000 Chevrolet Camaro). We were tasked to do this in a memorable way that not only made the promotion stand out in store, but also reinforced Lipton’s new brand logo and brand values of invigoration.

Creative Execution

The UAE is obsessed with Smartphones and it is therefore no surprise that consumers here make the UAE the world’s largest per capita market for smartphones, the smartphone was strategically a great choice to drive engagement on. Traditionally on pack promotions are fairly common and repetitive, the use of a real-life interactive game challenged this completely, taking the on-pack on-road and literally ensuring consumers craned their necks every time they saw a Lipton yellow Camaro. By and large the campaign ran as planned, however one thing we didn't anticipate was the appeal the prize would have for a number of ‘Power Players’. These power players literally began following the Camaro around, tagging it repeatedly so they were continuing to score points.

Describe the success of the promotion with both client and consumer including some quantifiable results

Total Lipton Teabags Share rose from 63% to 64.6% in Feb and 65.1% in March! Whilst the campaign wasn’t directly pushing Black tea, the campaign impact halo’d onto this SKU and total Lipton Black Teabags Share went up from 71.8% to 73.9% in Feb and 74% in March! Lipton is all about invigoration and ‘uplifting’ and the campaign successfully moved scores on ‘Makes you feel good physically and mentally’ which is a Key KPI for the business. It rose 1 percentage point from 85% to 86% Significant growth was seen across the entire region where Camaro had a presence too: +110 bps in Gulf region (+139 bps on Black Teabags) +78 bps in Kuwait (+78 bps on Black Teabags). +192 bps in UAE (+176 bps on Black Teabags) #LiptonCamaro trended organically, this is something that is very unusual for our market and benchmarked the engagement and excitement of the campaign. The execution successfully kept consumers on constant lookout for the Lipton Camaro, and as a result kept Lipton Top of Mind throughout the day! The campaigns’ quirky approach translated into some seriously impressive business results. Lipton witnessed unprecedented growth of +25% on the participating CPGs in Jan and Feb 2015, which translated into an impressive +192 bps in UAE. The #LiptonCamaro trended organically, something very unusual for this market and sparked huge Real-time Tweet engagement rate of 7% was delivered, nearly 4 times our benchmark and the campaign was judged to be a standout for Unilever Middle East in terms of performance.

Explain why the method of promotion was most relevant to the product or service

We took an on-pack promotional asset (yellow Camaro car) and used it as a hook for playing a real world game. A fleet of Chevy Camaro’s were dispatched across Dubai, Kuwait and Oman, consumers were alerted and consumers were asked to spot it. Every time consumers saw the Camaro, all they had to do was #LiptonCamaro on Twitter, Facebook or Instagram. Once the hashtag was uploaded, clever GPS technology identified the cars location and compared this to the location of the Hashtag sender. If they matched the person became the cars virtual owner, all this happened within seconds, making the game engaging and urgent. For every second the virtual owner owned the car, they earned points, and a leader board kept score of how many points had been collected. Social display formats built awareness, and one lucky top scorer got to own the Camaro for one month.

Credits

Name Company Role
Sandra Essa PHD Planning Manager
Charli Ursell PHD Planning Director
Ian Dolan PHD Strategy Director
Daniel Shepherd PHD Planning Associate Director
Georges AlJamous PHD Senior Executive - Planning