Lipton briefed us to convey the message: “Tea gives you a clear mind”. However we’re not allowed to communicate the fact that “natural theanin in tea causes mental clarity” due to legal limitations. Target was contemporary urbanites who were not easy to catch on traditional media and the message was not an easy pick without the functional benefit.Therefore we decided to attract the attention of the working young adults on the internet first. We created a mysterious character “who knows everything with the help of Lipton” We then exploited her popularity on Lipton packs to announce a mobile promotion campaign.

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.

Lipton wanted to do 2 things: Communicate “Tea gives you clear mind” and promote tea-pot-bag sales. To make the brand promise known to masses and increase sales at the same time, mobile was the best medium. So we decided to integrate mobile into a sales promotion.

We announced the promotion on Lipton packs with “The-Woman-Who-Knows-Everything”. Consumers who texted the codes not only received 30 airtime units, but also an IVR call from the woman. She claimed that “with her clear mind” she could spot where the participants are at that moment. And she surprised them by knowing it correctly 97% of the time.