Results and Effectiveness

The challenge got 199,865 sharpest minds of the country synchronously putting together the pieces. For the first time ever, a challenge of such stature and pride urged the people of the country to come together to set the WORLD RECORD. 593410 unique visitors on the website with each visitor spent close to 10 minutes. Brand exceeded the sales target by 25% in just 2 months. The Jigsaw challenge become so popular that even Bernett Orlando (The world champion who solved the cube in 20 seconds, solve the cube blindfolded in 3 minutes) did not resist himself to participate.

Creative Execution

The working professionals spend 2 hrs+ daily online. So we created “The World’s Largest Online Collaborative Jigsaw Challenge” on www.stay-sharp.in for them to come together to solve the 25,000 pieces of jigsaws to set a world record. The jigsaw pieces were designed by Royce B. McClure, the designer of the World’s Largest Commercial Jigsaw Puzzle. Each of the 25,000 pieces is a separate jigsaw on its own and the first person to solve it in the least time gets his name imprinted on the block. We created numerous blogs, fan pages, interactive banners, Ad Networks, Targeted In-Mail/E-Mailers, Site Takeovers & Chat screens with an appeal to “Make India Proud”. We linked the jigsaw challenge on facebook and orkut to create a viral effect by challenging others to solve the puzzle. We ran contextual banners on WAP & SMS 2.0 to promote the campaign on mobile. The Jigsaw Challenge and site was aggressively promoted through outdoor, print and PR.

Insights, Strategy and the Idea

Unilever decided to launch Lipton Yellow label, the world’s largest selling tea brand, in India to increase its tea portfolio turnover. In an extremely cluttered tea category with more than 1000+ brands, the challenge was to create an impactful launch to generate trials, and explain the presence of the unique ingredient Theanine which increases alertness levels. The target for this premium priced tea was working professionals who are continuously challenged with schedules & deadlines and have a regular need for refreshment breaks to stay alert. The insight about Indian working professionals is that they love to think of themselves as the sharpest brains in the world, given the huge success in Information Technology and Business Process Outsourcing. Hence the idea was to challenge the working professionals to put India on the sharpest thinkers map. This would help establishing “Lipton Yellow Label with Theanine helps you STAY SHARP for any challenge”.