2017 Winners & Shortlists

The Campaign

The idea behind the mobile ad campaign was that if people saw how many calories they burned while walking around a supermarket or a mall they would be more inclined to make healthier choices while undertaking everyday activities in their busy lives. This campaign was more just than promoting Lipton Green tea - it was a way to nudge young people to take their first step towards a healthier lifestyle amidst this harmful market of unhealthy foods. Lipton supplemented its on-ground activity with a mobile campaign to not only expand its reach, but also convey a more tailored message to its target audience at the right time and place. With almost 12% of Dubai’s population overweight, this mobile campaign was the perfect real-time channel to remind users that squeezing in super simple healthy habits in their super busy schedules can make a huge difference to their health.

Creative Execution

Working: Tamara, drives down to a nearby supermarket to pick up some groceries. As she’s browsing her digital to-do list, the Lipton Green tea mobile ad pops up. Being the fitness freak that she is, she is always drawn to healthy brands, so she clicks on the ad unit. The banner ad unit expands into a full screen interstital, and nudges her to click on the CTA. On clicking on the CTA, the mobile ad unit, using the camera functionality displays the surroundings of Tamara with an overlay of the number of steps she’s taking throughout her shopping trip. By the time she’s done with picking up her groceries, the mobile ad unit gives her instantaneously the number of calories she’s burnt in just one grocery trip! First-of-a-kind technology: This was one of the first mobile ad units to devise a scientific formula to calculate the number of steps based on the average calories burnt per step in real-time. By leveraging this specially designed formula, Lipton was able to fully exploit the power of mobile, bring the virtual Fitcart to the palms of the users, and successfully convey its message that each step matters in one’s journey of healthy living.

The ad unit reached close to 4 million users and had an average dwell time of 23 seconds. The average interaction rate on the ad unit was 9.5%. Lipton Green Tea saw a 10% business growth after the “Fitcart campaign”.

Considering the potential of smartphones within its target audience (Smartphone population in MEA will pass 106 million this year) & the need for delivering its message in the right moment (when users were in shopping malls or supermarket), Lipton used mobile as its primary communication channel. With the help of virtual reality mobile advertising, Lipton had an opportunity to interact with its audience and ensure high brand recall. With the help of location & user persona targeting, Lipton targeted gym and fitness enthusiasts health conscious women in the age group of 18 - 35 years. Based on user engagement, Lipton took appropriate optimization measures by analysing user engagement which included: Proximity targeting around relevant locations such as gyms, outdoor running areas etc. Time targeting based on user receptivity at specific times in the day Lookalike targeting based on existing users that engaged well with the mobile creative