Advertiser: UNILEVER AUSTRALASIA
Agency: SPARK PHD
Category: Best Use of Branded Content & Sponsorship
Campaign Manager: Gareth Treacher (PHDiQ)
Senior Creative Director: Ben Fisher (TVnz)
Implementation Manager: Jodie Bennett (Spark PHD)
Digital Strategist: Mike Harland (PHDiQ)
Business Development Manager: Portia Treadwell (TVnz)
Business Development Manager: Rebecca Sowden (TVnz)
Senior Account Manager: Katie Walton (Spark Activate)
Senior Creative Producer: Shannon Addison (TVnz)
Campaign Executive: Nicci Johnson (TVnz)
Account Manager: Amanda Sheat (Spark Activate)
Media Buyer: Ying Yu (Spark PHD)
Media Director: Angela Forward (Spark PHD)
Digital Planner/Buyer: Jane Collett (PHDiQ)
Effectiveness
Lipton Chai Latte’s Spicy Gossip exceeded objectives:•Share grew 61% YOY •Dollar sales +6% / volume sales +8% YOY Shortland Street Confessions content attracted audiences that were 130% above the usual number of ondemand streams, driving incremental views of Shortland Street content*.•Awareness more than doubled•Spontaneous awareness +21%•Prompted awareness +30% amongst frequent Shortland Street viewers^.•50% felt more positive about the brand^.•40,000+ samples requestedAnd the Confessions content really got women talking:•420,452 earned impressions via Facebook•38,634 engaged users* Colmar Brunton Research, pre vs post-test OnDemand viewership grew 10%^ Colmar Brunton Research
Strategy
Most Kiwis think you can only enjoy your favourite Chai Latte in a café, not the comfort of your own home. Enter Lipton, shaking things up with the launch of Spicy Chai Latte – a premium Chai sachet drink that delivers a café quality experience at home. But consumers were wary of this hot, milky beverage.The challenge was twofold; 1)Drive a perception shift 2)Drive trialSpicy gossip is a woman’s forte and informal chit-chat is synonymous with café moments. The joy of gossip is in the gathering of juicy scandal that can be shared with friends – the opportunity lay in unlocking this potential at home. Our core insight; Women love to be the first to know.Our strategy was to become the enabler of spicy gossip at home - positioning Lipton Chai as one of the girls, inspiring chatter (and allowing them to be the first to know).
Execution
In a country of 4.0m people NZs most loved drama, Shortland Street, reaches 1.4million viewers weekly and had the scale to drive results. During their evening ritual of watching, women get their dose of scandalous drama providing fodder for the very best gossip. In a NZ media first the Shortland Street Confessions were created – all-new, must-see, salacious content. For the first time fans could hear the ‘spicy’ musings of their favourite characters via video blogs housed online.Five bespoke branded content pieces leveraged the power of the stars (in character), giving a valuable reason for women to engage with Lipton Chai.Lipton Chai was integrated via a multi-tiered partnership, including sponsorship of Shortland Street (TV and online) and tailored interstitials that connected the ritual of watching Shortland Street with drinking Lipton Chai at home. Free samples cemented the link between women’s favourite drama and Lipton Chai, fuelling viewer’s advocacy.