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What the client wanted
Lipton needed a phased approach to marketing and launching its new Lipton Green Ice Tea. The campaign needed to go national, include unconventional components and create awareness while garnering research.
How Student Village delivered
Student Village tapped into its extensive database to find appropriate student vehicles and popular drivers on campus to execute the campaign. During the teaser part of the campaign several cars were branded in plain green. Curiosity levels went into overdrive before the second phase, which introduced new car branding carrying the Lipton Green Ice Tea logo and identity. Student drivers distributed samples from their car boots, and conducted on-the-spot research. Comprehensive photographic and written feedback empowered the client to track the effectiveness reach of the campaign and gauge student reaction to the new flavour.
The happy ending
Lipton Green Ice tea received a great reception, with this unique approach ensuring that word-of-mouth spreads quickly on campus. All in all, the new flavour got 87 000 km worth of brand exposure via the student car branding and over 6 000 units were sampled by students.
Comments from student:
“I have really enjoyed my first vehicle branding campaign. The extra attention my car received was incredible and I felt really involved with the public with the ‘Are you Green?’ question. A really clever strategy. Thank you once again.”
– Nicole Visser, participating student driver
Lipton Green Ice Tea
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