Lipton Promo, Case study INFINITE TRIP by DDB Paris

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INFINITE TRIP

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Industry Coffee, Tea, Breakfast Drinks, Soft Drinks
Media Promo & PR, Case study
Market France
Agency DDB Paris
Creative Director Pierrette Diaz, Matthieu Elkaim
Creative François Guyomard, Nicolas Berthier
Released February 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNILEVER
Product/Service: LIPTON EXCLUSIVE
Agency: DDB PARIS
Date of First Appearance: Feb 28 2011
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.ddbparis-campaignsonline.com/lipton/
Creative Director: Pierrette Diaz (DDB Paris)
Creative Director: Matthieu Elkaim (DDB Paris)
Interaction Director: Branislav Peric (DDB Paris)
Creative: Nicolas Berthier (DDB Paris)
Creative: François Guyomard (DDB Paris)
Digital Producers: Guillaume Cossou (DDB Paris)
Digital Producers: Sophie Hoffman (DDB Paris)
Client Partner: Marina Zuber (DDB Paris)
Account Director: Olga Papikian (DDB Paris)
Account Manager: Lennie Stern (DDB Paris)
Production: - (B-Reel)
Assistant: Emilie Ramain (DDB Paris)
Media placement: Outdoor - France - 30/01/2011
Media placement: Websites + Displays - - - 01/03/2011
Media placement: Viral Video Clip - - - 30/03/2011
Media placement: Tv Clip - TF1 - 30/03/2011

Insights, Strategy & the Idea
• BUSINESS OBJECTIVE
Create a 40% awareness on the French target
• MARKETING OBJECTIVE
Launch the new “exclusive collection” range
Build credibility for Lipton on the premium segment
• COMMUNICATION OBJECTIVE
Turn Diamond’s sophistication into excitement to bring Diamond to the Lipton territory.
SPC +. 35-45 years old. Women and men. Regular drinkers of black and green premium tea. They occasionally go to tea boutiques and prefer premium tea vs Lipton which is perceived as cheap. They usually look for variety, sophisticated & intense recipes for a moment of treat and indulgence and think that best qualitative tea is coming from far away.
I love stationary travels. Those moments when a simple smell, an image, a feeling are so powerful that you feel like you were carried away at the heart of pleasure.
People love experience travel. People hate clichés. Lipton needed to reinterpret the travel in its own way making consumer discover how far tea can take them .

Creative Execution
Offer a unique sensory experience leveraging tea origin in a surprising way.
Print: outdoor
Digital : website + displays
Phase 1: We started the campaign with outdoor that created awareness & attractiveness of the new range & communicate the sensorial travel experience

Phase 2: couples of weeks later we strengthen the impact of the outdoor campaign by leveraging the same – very distinctive - look and feel used in outdoor into experiential website, giving life to “the discover how far tea can take you”
Phase 3: to boost awareness and make Lipton exist in social media we launched a trendy video clip using website images in partnership with Outlines

Results and Effectiveness

This campaign aimed at improving the image of Lipton and especially of the range Diamond.
- Appealing outdoor campaign for consumers: 59% of the media target.
- Eye-catching outdoor campaign: 75% of consumers.
- Website: 100 000+ views in 135 countries.
- Digital campaign strongly relayed on many blogs FWA etc.. and on social network (facebook, twitter)