Category: Best Use of Branded Content & Sponsorship
Advertiser: UNILEVER
Product/Service: LIPTON
Agency: PRODIGI
Media Agency: INITIATIVE, Kyiv, UKRAINE
Tea Category Manager: Lena Shvoriak (Unilever)
Brand Manager Lipton: Olesya Poludnenko (Unilever)
General Director: Andrew Andrushenko (Initiative)
Planning Director: Irina Bondarchuk (Initiative)
Planning Group Head: Kirill Prokhur (Initiative)
Senior Media Planner: Dmitry Breus (Initiative)
Chief Executive Officer: Oksana Zavoiko (Prodigi)
Client-Service Director: Olha Dehtyarova (Prodigi)
Account Manager: Nickolay Gorohov (Prodigi)
Account Manager: Katerina Khodkova (Prodigi)
Media placement: TV Campiagn - Show - STB - 1 September 2011
Media placement: Internet Campaign - Display - Pre-Rolls, MPU Banners, Site Branding - 1 November
Media placement: OOH Campaign - Transport - Subway - 1 November
Media placement: Print Campaign - TV Guides, Articles About X-Factor - 1 November
Media placement: Moblie Campaign - SMS - 1 October
Insights, Strategy & the Idea
During last year Lipton experienced a negative trend in value share – losing their leading position to competitor Ahmad at the beginning of 2001. Greenfield also showed constant growth from year-to-year and became the 3rd brand in category.
In this rather rough situation we had to get Lipton light users to prefer Lipton over the black teas of Ahmad and Greenfield, by improving quality perception in an emotionally engaging way.
As we were talking to a very vast audience (ages 25-45) with various interests we had to find something that would be interesting and engaging for all representatives of this audience and be able to communicate key brand benefits.
Creative Execution
The solution was the #1show in the Ukraine: The X-Factor. Its finalists became the stars of Ukrainian television; their lives – the hottest topic.
Lipton, main sponsor of the project, gave all viewers unique proposition to see their idols on their own live-shows or even meet them for cup of tea.
The X-Factor show was the core of the campaign, expanded via other media.
A site was created that allowed registration in promo and unique content about X-Factor.
Possibility to win tickets to Live-Show, meet participants was delivered via relevant sites and social networks.
While viewers were voting using SMS for their favourite contestants feedback SMS offered our propositions.
Promo terms were also delivered using: hostess announcement, sponsorship clips, dynamic logo, press, In-Store, Transport, BTL.
Some activities were devoted to image communication: sponsorship clips, unique 3D-graphics allowing to integrate brand on the scene during a live-show, product-placement on juries table and participants profiles.
Results and Effectiveness
Singing competition was turned into unique integrated interactive project and achieved incredible results. Planned indexes were exceeded almost for each medium. Was covered 85% of TA. 990,000 people were reached via the X-Factor site, 258,000 during display campaign. Millions were active on Lipton and X-Factor’s website and in social networks. Lipton promo was supported by 243,000 internet users, 8,000 took active part in Lipton prize-draw. Sponsorship CPP was 14% cheaper comparing with direct TV. Response rate – 2% (MillwardBrown). And in last available period (ON’2011) Lipton began to grow in value share and returned leadership in category (ACNielsen).