А-1-06 Lipton Tea Way

файл работы
  • Участник Initiative
  • Название работы А-1-06 Lipton Tea Way
  • Конкурс / номинация А-1 Медиарешения для традиционных СМИ (печатных изданий, наружной рекламы, ТВ, радио, интернет, кино)
  • Рекламодатель Unilever
  • Авторы STS Media
    Initiative Moscow
    Advance Media Brands
  • Описание проекта Lipton wanted to be the brand which brings not just tea, but inspiration to people.
    We launched a brand-owned unique travel reality show to help 6 people explore Sri-Lanka associated with Tea origin in Russia and find inspiration to change their lives.
    We brought these inspiration stories on TV, to catch people attention in tea drinking moments. Audience went online for deeper interaction with heroes:
    watched full episodes, tracked participants routs on Interactive map, gave advices and cheer up to participants, shared their own inspiration video in a contest, Liked and Shared the content in Social.
    Result: “Lipton gives inspiration” increased by 50% among show audience. SOM grew by 4%.