Twinings Promo, Case study AUSTRALIAN AFTERNOON TEA CHALLENGE by Ac Production

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AUSTRALIAN AFTERNOON TEA CHALLENGE

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Australia
Agency Ac Production
Producer Bill Louloudakis
Released January 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: TWININGS AUSTRALIA
Product/Service: TEA
Agency: AC AGENCY
Chief Executive Officer: Ro Markson (AC Agency)
Managing Director: Matt Houltham (Naked Communications)
Producer: Bill Louloudakis (Wearedigital)
: (Mitchells)
Media placement: Event, Traditional PR - National Print, Broadcast And Online Placements - March 2011
Media placement: Traditional PR, Digital PR - National Print, Broadcast And Online Placements - April 2011
Media placement: Traditional PR, Digital PR - National Print, Broadcast And Online Placements - May 2011
Media placement: Event - National Print, Broadcast And Online Placements - 2-5 June 2011
Media placement: Event - National Print, Broadcast And Online Placements - 3-5 & 15-17 July 2011
Media placement: Event, Traditional And Digital PR - National Print, Broadcast And Online Placements - 23 August 2011
Media placement: Traditional PR - National Print, Broadcast And Online Placements - November 2011
Media placement: Event, Traditional And Digital PR - National Print, Broadcast And Online Placements - 18 January 2012

Summary of the Campaign
All around the world, countries have their own Twinings Tea Blend (English Breakfast, Russian Caravan, Irish Breakfast, New Zealand Breakfast). It was time for Australia to create its own unique blend.

The Twinings Afternoon Tea challenge launched in March 2011. The premise: to challenge iconic Australians to blend an original tea that best reflected the taste of Australia with Australians voting for their preferred blend; the winning blend, to be placed on shelf on Australia Day 2012 with the winner’s nominated charity reaping a percentage of every pack sold.

Over 60 celebrities took par;, the Twinings Master Tea Blender held a celebrity blending school; the blends were sent to London for judging with national broadcasters Jonno and Danno live on air from Twinings Tea shop on the Strand. A competition for Design Students to create the packaging was also launched.

5 finalists were chosen. Tastings were held around Australia. 9,000 Australians tasted and judged the 5 blends with 83,000 votes cast. The 5 celebrities - John Williamson, iconic singer/songwriter, Kerri-Anne Kennerly, Australia’s renowned morning television host, Layne Beachley, world champion surfer, Alan Jones, radio legend and former PM of Australia, and Kevin Rudd, MP - took to Twitter, created virals, sent out eDMs, hijacked radio stations, conducted interviews to entice Australians to vote. An online campaign helped to drive votes. In all, 83,000 votes were cast.

Stephen Twining announced the winner; former PM Kevin Rudd launched the tea to a packed media contingent. Almost 1.4m tea bags were distributed via national newspapers in time for Australia Day.

The Situation

Research showed many Australians viewed Twinings as a premium brand, with a long heritage, which makes great tasting teas to be consumed on special occasions. However, Twinings was seen as an English upper-class, cold, aloof, inaccessible and unapproachable. Twinings wanted a way to build a strong emotional connection with Australians, become Australia’s favourite tea with market share leadership and wanted to ignite Australians passion for great tasting tea. Twinings realised that consumers needed a real jolt to make them re-think the brand, give it relevancy and break their tea-drinking inertia. The campaign needed to challenge current consumer behaviour.

The Goal
The objective was to deliver a sustainable 12-month integrated campaign with key KPI’s to increase total brand penetration and drive trial of the new blend.

Success was defined as engaging the public, specifically a core audience of adults with a median age of 40-years-old with a bias towards women. Twinings expected an increase in market share to 20.1% of total tea and an increase in total market penetration to 27% in a flat tea market (0.6% value growth). Extensive research undertaken into the psyche and tea-drinking habits of the target audience delivered the insights which produced the campaign idea.

The Strategy
3 clear phases;
First - the announcement, celebrity tea blending school with Twinings Master Tea Blender and a subsequent national media tour. The announcement of celebrity blends being sent to Twinings HQ for judging.
Second - a media schedule focussed around the judging of the Final Ten on an Australian national radio programme, broadcasting live from the Twinings Strand Shop, announcement of the Final Five and subsequent voting drive with a full media schedule, and working with the respective charities to engage with their communities to drive voting.
Blend tastings across Australia including localised publicity. The establishment of a media partnership with a major women’s magazine.
Third - a media event with Stephen Twining in Sydney to announce the winner, a media tour for the winner and Stephen Twining, an event to launch the tea on shelves for Australia Day with the winner Kevin Rudd in attendance and a winner media schedule.

Execution
The campaign launched in March 2011. 63 celebrities agreed to participate. The celebrity blends were numbered so as not to colour the judging. Tasting events were held at good food and wine events in Perth, Sydney and Melbourne, with further events held by media partners, the charities and aligned events. The voting phase was 6 weeks in all. A micro-site was set up to log all online votes with daily running totals. Bloggers were engaged in the process and media partnerships were established. The design competition was launched via individual design schools and street/trade press with the eventual winner conducting a media schedule. We conducted a mass sampling campaign with more than 1.4m tea bags distributed through a national newspaper and synergistic organisations. Instore POS, a short TVC campaign during the Australian open, charity eDMS, engagement with the voters, online home page buyouts drove awareness and trial.

Documented Results

This campaign has helped push Twinings' total share from 20.1% to 26.3%, stealing share from other brands in the segment (May 2011 to February 2012).
Twinings' total penetration showed strong growth with over 390,000 new households entering the brand in the 12 months since campaign commencement with growth across all tea segments.
262,000 households have purchased the Australian Blend since launch on Australia Day January 26th.
Twinings has a 9.1% value growth over the last year.
The campaign produced a reach of 118,206,603 against a KPI of 1.5m; the campaign PR AVE is $18,474,594 with 1,209 interviews conducted across newspapers (75), magazines (15), online (168), Bloggers (49), television (221) and radio (682). The KPI for interviews was 187.
The Australian Afternoon brand is the third best-selling blend in the range within 7 weeks of launch and will now remain as a Twinings blend staple.