Lipton: LIPTON CLEAR GREEN RESCUE

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: UNILEVER

Product/Service: CLEAR GREEN TEA

Agency: BULLS EYE COMMUNICATIONS

Date of First Appearance: Mar 25 2010

Entrant Company: BULLS EYE COMMUNICATIONS, Karachi, PAKISTAN

Chief Strategy Officer: Shoaib Qureshi (Bulls Eye Communication)

Group Business Director: Qazi Yasir (Bulls Eye Communication)

Creative Director: Tariq Khan (Bulls Eye Communication)

Strategic Planner: Aadil Pasha (Bulls Eye Communication)

Art Director: Jibran Ansari (Bulls Eye Communication)

Production Manager: Farooq Akbar (Bulls Eye Communication)

Visualiser: Zille Ahmed

Media placement: On-Ground - Market Places - 25 March 2010

Media placement: TV Campaign - 2 Spots - News One - 27 March 2010

Media placement: TV Campaign - 5 Spots - ARY Digital - 12 April 2010

Media placement: On-Ground - Cafes - 18th April 2010

Media placement: TV Campaign - 5 Spots - Dawn News - 18th April 2010

Media placement: On-Ground - Restaurants - 25th April 2010

Media placement: TV Campaign - 2 Spots - ARY Muzik - 25th April 2010

Media placement: On-Ground - Recreational Clubs - 1 May 2010



Describe the objective of the promotion.

In a country where tea is the most consumed beverage, the Lipton Clear Green Rescue campaign aimed to launch Lipton's new green tea brand, "Clear Green" in the top three cities of urban Pakistan.



The objectives of the campaign were to build awareness around the brand's benefit of "purifying you from within", while generating trial among the target audience at key restaurants, cafés, market places and stores.



The campaign ambitiously targeted to sample 500,000 consumers with a cup of green tea across the three cities.



Describe how the promotion developed from concept to implementation.

In a nation where over indulging on food is a habit, to purify consumers from within, the brand required a team-based idea that could intercept and “rescue” the consumers from over indulging.



That is where the BIG IDEA of the rescue team was found. To create this team, we outfitted a rescue vehicle with green tea leaves, aiming to intercept audiences at key point of consumption channels. Each team member was equipped with a utility belt that included green tea samples, cups and a hot water flask for quick sampling.



Explain why the method of promotion was most relevant to the product or service.



To generate trial of Lipton Clear Green, the team-based method adopted was the most efficient and effective as it gave the brand the freedom to move from channel to channel, intercepting the audience with ease while retaining the same essence.



In a country where the eating out culture is so strong, one of the strategies was to target consumers at key moments (after meals) and offer them a cup of green tea, rescuing them from over indulging. This was only possible by an idea that had a mobility factor associated with it, hence the Rescue team.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Over the course of the month, the Lipton Clear Green Rescue campaign sampled over 500,000 cups of green tea to over 500,000 consumers in the top three cities of Pakistan.



The use of opinion leaders from the fashion world to endorse the usage of green tea in their daily lives helped generate great word of mouth through television endorsements and live show appearances, amplifying the Clear Green Rescue campaign to the fullest, in the process generating PR value worth Rs. 40 million, along with raising awareness and sales by almost 80%.