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OgilvyOne UK’s ‘Liptagram’ for Lipton Tea

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New demographic for drink is targeted

OgilvyOne UK’s ‘Liptagram’ for Lipton Tea

 

OgilvyOne UK has created ‘Liptagram’, a global photography competition for Lipton Tea, in its first campaign to target a younger demographic.
 
Liptagram is a four-week photo challenge  where fans tag their Instagram photos with weekly theme hash tags, celebrating Lipton's core values -  for example #LiptonBrightness. A Liptagram Facebook App houses the competition, where fans can learn about the campaign, enter and view all the entries. Weekly prizes will be awarded to the winners of each challenge, and one will win an all-expenses paid safari trip to Kenya for two , including a Lipton tea plantation tour.
 
Anthony Wickham, WW Chief Digital Officer for Unilever, OgilvyOne UK, commented: “By harnessing the crossover between Instagram users and Lipton’s target demographic, Liptagram taps into an existing behavior, whilst bringing fresh relevance to the brand. This campaign connects people around the world, regardless of their language and location.”
 
Neil Gledhill , Lipton Brand Director, Unilever Europe: “Liptagram captures the essence of our brand inviting our tea fans to share their positive moments. It embraces their digital habits and offers a content that reflects their perception of our brand personality. I’m looking forward to seeing brand love spread all over the place!”
 
OgilvyOne identified four themes that are associated with Lipton’s personality, and would allow for creative interpretation through photography. The agency created inspirational films to promote the themes and give direction on how they could be interpreted. The films were shot with a stylised treatment and seeded across all markets and languages via Facebook and leading lifestyle blogs.
 
Liptagram is the first Instagram competition to be run globally and simultaneously across 11 countries in 7 different languages. The campaign broke on the 4th February, and will run for four weeks until the 2nd March in France, Netherlands, Pakistan, USA, Poland, Greece, Finland, Sweden, Canada, Chile, Italy. Visit Facebook.com/Lipton for more information.
 
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lbbonline.com, Thu, 14 Feb 2013 10:43:29 GMT