The brief:

To increase brand awareness and sales of Lipton Tea and by focusing on the health benefits brought about by a naturally occurring ingredient called Theanine. A newly discovered amino acid which helps you stay relaxed and yet mentally alert.

Our solution:

A ‘snackable’ gaming site to reach female grocery buyers and amplify the core product benefits of staying mentally alert. The campaign uses multiple channels (facebook app, mobile site, display advertising, print and outdoor advertising) to engage users in two-way communication with the brand site. Facilitating online and offline play, whilst allowing users to track their progress over time.

Results:

An example of the digital idea becoming the ‘BIG’ above the line idea.

Australians could view state-based results to see how they stack up

Users are encouraged to challenge their friends

Progress charting helps one visualise the brain training effect