2019 Winners & Shortlists

Why is this work relevant for Media?

With the challenge of low awareness of the Lipton Ice Tea product and a small budget compared to competition, we needed to find the right environment that will give us exposure, mileage and seamless integration into the consumer journey. We did that through a data and media partnership with one of the biggest online ordering apps in the region: Zomato. Not only did we over exceed and deliver our business KPIs beyond media, we increased consideration by creating new occasion for people to drink Lipton Ice Tea, which opened up new sales channels with restaurants.

Background.

Carbonated soft drinks is present in 89% of households vs only 2% for Lipton Ice Tea (LIT). The brand is widely known for their hot tea line which has a 99% penetration across households, and that product heritage has become the biggest hurdle for the growth of their Ice Tea range. Brand research has shown that consumers do not understand what ‘ice tea’ is all about. They are unable to imagine what it will taste like and use their closest reference – hot tea. To consumers, ice tea is ‘hot tea gone cold’. The brand challenge is to re-position Lipton Ice Tea as a ‘better for you’ option, to push trial and adoption by making it part of everyday meals and to do so with a very limited budget. With supermarkets being a fiercely competitive environment, we needed to look for additional revenue streams to boost sales and create ownership.

Describe the creative idea/insights

The idea was at the intersection of reach, relevance and response. In the wave of online migration and the on demand economy, consumers are becoming more comfortable performing transactions online. People are swiftly moving from traditional food ordering into online ordering with 60% of the UAE population have a food app on their phone as the online ordering segment is growing by 15% every month. There is also a drastic shift by consumers to healthier meal options, however they are still searching for the right beverage to complement their meals. Zomato, the region’s leading online ordering platform, has over 2.1 million monthly users, with almost half of their customer base regularly opting for healthier options in 2017. However only 10% of those orders include a beverage. This was a massive opportunity for LIT and was a great opportunity for a partnership.

Describe the strategy.

By segmenting and targeting the health conscious users on the Zomato app we were present in the moment of truth: when users are about to purchase their meals. Powered by data and precision targeting, we made LIT products synonymous with healthy eating through suggested meal selections with LIT, suggested drink additions to their healthy meals and LIT content sections.

Describe the execution.

We mapped out the user journey by looking at key touchpoints across the journey: Discovery, Intent, Decision. At each one of these stages we altered the journey within Zomato to capture users. We first seeded LIT content sandwiched between restaurant listings using data segmentation to ensure we targeted people searching for healthy options. We also created a “Live light with Lipton Ice Tea” section offering consumers various meal options that go well with the product. As they moved into the intent stage, we listed LIT as the recommended light drink for their healthy meal by shooting it up at the top of the ‘Recommended Menu’ list. We know that there is a high conversion rate through trial for the brand, so we also parented with 135 outlets to drive sampling and have a ‘complimentary LIT’ added to your cart.

List the results.

With a small budget we managed to build reach reaching more than 1 million users, relevancy by using data and targeting health conscious users and response by being part of the 3 stages of the consumer decision making journey in different ways. The results showed an uplift across all KPIs for LIT: • Increase in revenue on the platform by 345% • Increase in orders by 360% • Increase in trial with 95% of the orders from new users • High adoption rate with 45% of sampling outlets selling additional units after trial • Increase in brand consideration increased by 250% (BrandIndex - from 4.8 in Feb to 16.8 in June)