2017 Winners & Shortlists

The Campaign

The idea, was get people to understand that they could make healthier choices even when doing something as mundane as shopping for groceries – all that they needed, was a disruption. This is when we invented a revolutionary technology – The Lipton Green Tea Fit Cart, which took over a year to build. This was a gym on wheels in a supermarket and could calculate your distance, calories burnt, steps, and time you spend at the supermarket. A few relevant numbers in the right place at the right time eventually would spark lifestyle change and get people to subconsciously choose to be healthy in their shopping habits, and consequently in their daily habits.

Creative Execution

The fit cart handles used simple motion-based technology that would calculate wheel rotations of the cart itself, and converted it into 'distance and steps' data. To measure 'calories' burned, the algorithm used simple formulas that considered an average base metabolic rate per distance walked.

Business Growth: 10% FY 2016 Value Market Share: Q4'16 vs Q3'16: +100bps Reach: over 5M unique users, representing 70% of our target audience which is the max you can get on digital. Views: over 3.9M views with a view rate of 17%, 7% higher than average. Engagement: 1.8M engagement Free Press: Over USD 300K Most importantly, we got people to walk more. And by doing so, people found themselves in a healthy frame of mind, which then encouraged them to shop for healthier grocery items.

Fitness and data technology can be found in many modern devices such as treadmills and the 'Fitbit'. Our idea use the same technology, but in an innovative way - one that would bring about change.