Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: UNILEVER
Product/Service: LIPTON BRIGHT HERBAL TEA
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Group Creative Director: Eva Hou (DDB China Group)
Associate Creative Director: Frencis Chou/Omega Guo (DDB China Group)
Art Director: Frencis Chou/Summer Yang/Omega Guo (DDB China Group)
Copywriter: Eva Hou/Arslan Long/Family Fan (DDB China Group)
Agency Producer: Cherry Wang/Rico Zhang (DDB China Group)
Regional Account Director: Margaret Wu (DDB China Group)
Associate Account Director: Judy Chen (DDB China Group)
Senior Account Executive: William Xu (DDB China Group)
Production Director: James Chen (DDB China Group)
Retouching: Michael Shen (Franklin Peppermint)
Executive Producer: Sean Chen (Glowy Films Shanghai)
Photographer: Ele Jin (Elephoto)
Media placement: Ambient - CBD - 15 March 2012
Describe the brief/objective of the direct campaign.
Lipton aims to increase the penetration of their Bright Herbal Tea. However, due to the limitations of Chinese censorship laws, the healing benefits of Lipton Bright Herbal Tea cannot be communicated on mass media. So the agency developed a special and creative design to tell white collars who overuse their eyes that Lipton Herbal tea can improve their eye-sight.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Seeing is believing. We want consumers to experience the benefit of Lipton Bright Herbal Tea themselves in an up close and personal manner. In office building lobbies sampling booths, consumers can sample the Lipton Bright Herbal Tea with our custom-made teacup. Once the tea cup is full of tea liquid, the tiny headline at the base of the cup will be magnified and enlarged based on refraction law, allowing consumers to experience improved vision.
Explain why the creative execution was relevant to the product or service.
Inspired by water refraction having a magnifying effect, the agency developed the idea to communicate the ability of Lipton Bright Herbal Tea to improve eye-sight – using a glass teacup as creative media. The agency scripted a tiny headline at the base of the cup and based on refraction law, when the cup is full of liquid the tiny headline will be manifest and enlarged. Hence, the wording will be easily read at a glance as if the eye-sight has been improved. As Lipton is the most popular tea brand, using a teacup as creative media is the most direct and effective choice.
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.
During the sampling period, Lipton Bright Herbal Tea attracted many white collars and turned them into Lipton Herbal Tea users. And after they bought the Lipton Bright Herbal Tea, they got the custom-made tea cup as a gift; our campaign spread to their colleagues, friends.