We created a character on the internet: The Woman Who Knows Everything. She improved her concentration by drinking Lipton. Thanks to the Artificial Intelligence software, she answered all questions correctly with 90% success rate, as if tea was the cause. Website had 4,3 million visitors within 12 weeks. The woman became an internet celebrity.We then exploited her popularity on packaging to announce the mobile promotion. We invited people to text-and-win promotion via MMS. Each participant received an IVR call where the woman claimed she could spot their location “with her clear mind”. Thanks to location-query-service, she spotted the correct address 97% of the time.

4,3 million people visited the website within first 12 weeks (8,7 million overall) and spent 7 minutes on average. The woman answered all questions correctly with 90% success rate.Viral effect continued on mobile. Consumers were surprised as the woman spotted their exact location correctly 97% of the time. 223.902 people participated in the promotion and received free airtime credits. Different IVR calls and branded ring-back-tones helped spreading the word-of-mouth among target audience.Digital fame also turned into sales. Lipton sales increased 47% during promotion.

Campaign is nominated for Best Mobile Location Based Advertising Campaign in GSMA Global Awards 2010.