Lipton Ice Tea: Everything is better when together
For the first time, we launched a full purpose campaign in Belgium with the objective to celebrate the spirit of Togetherness. Our mission? Finding a cool & unique way to bring our audience together. Ultimately creating an emotional bond by involving the consumers and letting them own the brand.
Challenge
Digital media and social platforms play a huge part in our daily lives. The result? An audience that is technologically over-connected but increasingly disconnected in real life.
Idea
First, we spread the word through a clever unbranded PR approach that highlighted loneliness as real problematic topic for our target audience. Then we reached out to the millennials with a special tribute to the most special moments using one of Belgium’s favourite influencers; Average Rob. His content, raising a glass on the unique awesome moments created on social media, was pushed on Instagram & YouTube.
Delivery
To further raise the awareness for this unique position we combined a tailored radio trailer (echoed on Spotify during listening peaks around festivals) and a strong OOH plan, showcasing Lipton Ice Tea in Togetherness moments. We also partnered up with Metro and hijacked the newspaper to inspire commuters to really connect. We did this by inserting witty tips throughout the newspaper. We even took it one step further by transforming the famous “Kiss&Ride” into “Connect&Ride” a space for readers to connect with their friends when they are not together. With a strong activation plan on the festivals we created the ultimate togetherness experience by taking 12 millennials on a Journey to Europe (with more than 1.500 participants) & Tomorrowland where they could enjoy the Lipton togetherness feeling at the T-Room. Those who could not join got inspired through social media.
Results
Everyone is on their phone again. But that’s ok, we used millennials mobiles to reach our goal with the very first (world premier) 3 people snapchat lens. This interactive lens that lightened up when extra people were joining the photo.
For this occasion, we developed a unique multi-screen game. The catch? It could only be unlocked while using multiple devices thus fostering a unique bonding experience. We also used Metro’s back cover to maximize traffic to the website.