Lipton: INFINITE TRIP

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)