LIPTON MILLIONAIRE by DDB Hong Kong, Tribal Worldwide Hong Kong for Lipton

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LIPTON MILLIONAIRE

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Industry Soft Drinks
Media Direct marketing
Market Hong Kong SAR China
Agency DDB Hong Kong
Art Director Elizabeth Commandeur, Yiu Hoi San
Copywriter Jessie Fung
Agency Tribal Worldwide Hong Kong
Released November 2009

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: LIPTON
Product/Service: LIPTON TEA
Agency: DDB HONG KONG
Agency: TRIBAL DDB HONG KONG
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DDB HONG KONG, HONG KONG
Entry URL: http://202.181.173.146/awards/Lipton/millionaire/index.htm
Executive Creative Director/Copywriter: Jeffry Gamble (DDB Hong Kong/Tribal DDB Hong Kong)
Creative Director/Copywriter: Paul Chan (DDB Hong Kong/Tribal DDB Hong Kong)
Copywriter: Jessie Fung (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Hoi San Yiu (DDB Hong Kong/Tribal DDB Hong Kong)
Art Director: Elizabeth Commandeur (DDB Hong Kong/Tribal DDB Hong Kong)
Media placement: Direct Mailing - Direct Mailing - 01/12/2009

Describe the brief/objective of the direct campaign.
Lipton approached us with a problem: no one was reading their brand guidelines. However, when was the last time anyone got excited by brand guidelines?

Explain why the creative execution was relevant to the product or service.
This gave brand managers a chance to win a million dollars in virtual sales to show that they truly understand the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created something completely unheard of – brand guidelines that are actually fun and engaging. Firstly, a metal suitcase was sent to every Lipton brand manager across Asia Pacific. Inside, was a stack of cash and an iPod Touch, pre-loaded with the Lipton guidelines and ‘Lipton Millionaire’ – a fun, interactive app that challenges their knowledge of the Lipton brand.

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.
Knowledge of the Lipton brand is at an all-time high – with their position as the world’s no.1 tea brand reinforced with a single voice. More importantly, the way that brand guidelines are presented has changed forever. *Please see video for more details. Or go to: www.liptonmillionaire.com/entry