2013 | Silver | Best Use of Branded Content on Screen
Advertiser: Unilever Malaysia Brand: Lipton Creative Agency: Creature Communications Credits: Mindshare Malaysia — Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director, The Exchange), Looi Yew Mun (Manager, The Exchange), Toh Yen Wei (Executive, The Exchange), Sarah Boey (Digital Manager), Aileen Chew (Senior Executive, The Exchange)
In a cluttered beverage market, Lipton wanted to launch Instant Teh Tarik and drive consumption at homes and offices. Given it is a global brand; it did not have the credibility required to launch authentic ‘Teh Tarik’. Lipton had to build awareness and sales, with a ‘Truly Malaysian’ positioning.
Malaysian culture is an amalgamation of races and languages, bonded together by a common identity. This unique identity is displayed everyday through its ‘lah’ language, fusion food, joint festival celebrations or typical Malaysian society behaviour. Lipton blended this uniqueness with latent pride among Malaysians in their ‘Malaysian’ness and created the campaign ‘Lipton Jom Teh Tariklah’. Through this, Lipton asked Malaysians to take pride in being uniquely Malaysian and in their national drink ‘Teh Tarik’. E
‘Jom Teh Tariklah’ was brought to life for our urban professionals’ audience through creating six pieces of original content, released weekly on the Lipton Facebook and Youtube pages. These short webisodes were centered around elements like ‘unique Malaysian behaviour’, ‘colloquial language’, ‘multi racial cast’, ‘local humour’ and ‘teh tarik occasions’. Conversations around webisodes were generated through online media (social seeding, blogger engagement) and multi lingual radio contests.
Lipton Teh Tarik sales were up by 90% by Month 2. Internal sales surpassed targets by 30%. Campaign reached 50% of audience (5 million Malaysians). Quick build up on Facebook to 80,000 likes in 2 months. 47% urban professionals showed positive purchase disposition.