Lipton Tea: "THE WOMAN WHO KNOWS EVERYTHING" Direct marketing by Rabarba

Category: Direct Response Digital: Mobile Marketing
Advertiser: UNILEVER
Product/Service: LIPTON TEA
Agency: RABARBA
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: RABARBA, Istanbul, TURKEY
Entry URL: http://www.unbrandedlandingpage.com/cannes/lipton
Creative Director: Oguz Savasan (Rabarba)
Copy Writer: Ali Musa Paca (Rabarba)
Mobile Marketing Head: Firat Ertem (Rabarba)
Mobile Project Manager: Koray Ozturk (Rabarba)
Art Director: Arin Kahyaoglu (Rabarba)
Art Director: Basak Yenier (Rabarba)
Multimedia Developer: Eren Dursun (Rabarba)
Media placement: Internet - Mini Site - 15.04.2009
Media placement: Mobile - MMS, IVR, RBT, Location-Based-Service - 15.08.2009
Media placement: TV - TV Promotional Copy - 16.10.2009

Describe the brief/objective of the direct campaign.
Lipton briefed us to convey the message: Tea gives you a clear mind. However by law, we’re not allowed to communicate the fact that 'natural theanin in tea causes mental clarity'. Target was contemporary urbanites who were not easy to catch on traditional media and the message was not an easy pick without the functional benefit. Therefore we decided to attract the attention of young working adults first on the Internet. We created a mysterious character that 'knows everything with the help of Lipton' We then exploited her popularity on Lipton packs to announce a mobile promotion campaign.

Explain why the creative execution was relevant to the product or service.
We created the character of 'The Woman Who Knows Everything' and communicated 'tea gives you clear mind' on digital media to surprise the target. Thanks to an artificial Intelligence software, she sipped her Lipton and answered almost all questions correctly on the website as if tea was the cause. Then with her clear mind, she spotted the location of participants correctly with the location query service on mobile. Participants received different IVR calls for different times of the day when they joined the promotion. Their phones were also assigned with branded ring-back-tones so people calling them listened to our promotional messages. These created huge word-of-mouth among target.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a character on internet: 'The-Woman Who Knows Everything'. She improved her concentration by drinking Lipton on the website. Thanks to an artificial Intelligence software, she answered all questions correctly with 90% success rate as if tea was the cause. 4,3 million people visited within 12 weeks and the woman became an internet celebrity. We then exploited her popularity on packaging to announce the mobile promotion. We invited people to the text-and-win promotion via MMS. Each participant received an IVR call where the woman claimed she could spot their location this time. And she did that with 97% success rate thanks to location-query service.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
4,3 million people visited the website within first 12 weeks (8,7 million visitors overall) and spent 7 minutes on average. The woman answered all questions correctly with 90% success rate. Viral effect continued on mobile. Consumers were surprised as the woman spotted their exact location correctly 97% of the time. 223.902 people participated in the promotion and received free airtime credits. Different IVR calls and branded ring-back-tones helped spreading the word-of-mouth among target audience. Digital fame also turned into sales. Lipton sales increased 47% during promotion. Campaign is nominated for Best Mobile Location Based Advertising Campaign in GSMA Global Awards 2010.