Introduction:
Based on the advice of its agency, JWT, Lipton decided to run a large multimedia campaign, where online was used as an integral component in the multimedia schedule. MSN Arabia and Lipton teamed up in Egypt for the landmark launch of the new look of Lipton. Objectives:
• Create awareness for the new Lipton Look • Encourage youth to drink Lipton tea rather than coffee. • Increase brand loyalty through downloading the following from Lipton micro site:
a). Lipton Game b). Lipton Health tips
Campaign Execution: The campaign unfolded in 2 month, staggered over a period from July 9th to September 9th 2007. Lipton chose an advertising campaign that to encourage youth to drink tea & to try to eliminate the concept that tea is for old people. The campaign was shown on the MSN Arabia Hotmail and Messenger through variety of placements aimed at reaching the Youth target audience. The Banners link to Lipton micro site created by MSN Arabia which includes Lipton Products, events, games, collections and Health tips.
Advertising placements included • MSN Arabia Hotmail leader board (728 x 90) • MSN Arabia Messenger half banner (234 x 60) • The Lipton micro site
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