Title	LIPTON TEA WAY
Brand	UNILEVER
Product/Service	LIPTON TEA
Category	C01. Fast Moving Consumer Goods
Media Agency	INITIATIVE Moscow, RUSSIA
Entrant Company	INITIATIVE Moscow, RUSSIA
Media Agency 2	INITIATIVE Moscow, RUSSIA
Production Company	STS BROADCASTING COMPANY Moscow, RUSSIA

Brief Explanation

Lipton was recently losing its key attribute of giving inspiration being associated with common black tea which affected its sales. At the same time Russian TV is highly cluttered with ads: 23 500 spots per month only on main channels. Average contact is too short – 19 sec. We needed to be different and use the territory which would match the brand with the people interests. We wanted to involve people into brand story, maximize contact with unique content.

Results and Effectiveness

“Give inspiration” as the main brand KPI increased by ~50% among those who saw the project Lipton SOM increased by 4% More than eight million people got the message that Lipton inspires you and helps to find your path: 4 600 000 watched us on TV and 3 700 000 went to find more online. TV show became the 4th IN TOP - programs on CTC. The project got great industrial PR support.

Creative Execution

We launched brand-owned unique travel reality show explored Sri-Lanka with 6 heroes seeking for inspiration. People were engaged with the show in tea drinking moments during 2 months. There were episodes on TV with the branded spot. Then people were invited to the deeper integration on-line through hashtag and link in TV spot: Watch full episodes Track participants routs on Interactive map Give an advice and cheer up Communicate with participants Share their own inspiration video in a contest Like and Share the content in Social.

Insights, Strategy and the Idea

Our plan was to involve people into the brand story, maximize the contact with it, create distinguished content. We transformed brand challenges into user-focused concept and concentrated on audience interests – travelling and reality shows. We supported the essence of the brand (Inspiration) through one of the most inspiring themes – travelling and appealed to people, creating a story of real people looking for inspiration. We wanted to make project link with tea and chose Sri-Lanka, associated with Tea origin among Russian people. People shared their dreams and Lipton helped them to get inspiration and find themselves!