Results and Effectiveness

Digital Innovation: In a digital first for China, Lipton used MSN Instant Messenger, the most popular IM for office chat, to play three roles – generate video invitations, stream videos in the same space and host a live chat alongside it. Consumers did not need to leave their digital comfort zone so stayed fully engaged with the brand. Results: *Over 1 billion total impressions served *4.4 million clicks over the 7 week campaign *3.8 million minisite page views *2.8 million unique minisite visits achieved *2 million users video invitations delivered

Creative Execution

The Strategy: Provide office workers with rich conversational content and enable spontaneous, confident chat reinforcing Lipton’s role as a social enhancer. Bringing it to life: MSN IM was our core platform. Users initiated conversations with co-workers through video invites, encouraging them to continue over face-to-face chat. 1. Delivering Lipton video content through MSN IM engaged users with charming knowledge to share with co-workers and their social networks; Kaixin001, RenRen and Sina microblog. 2. Video invites made the gesture of starting a conversation simple and attractive to entice co-workers to continue their chat over face-to-face tea-time. 3. Customizable branded expression packs downloaded through MSN IM created an engaging way for users to continue interaction with each other and personalized their conversations. 4. Users collected points with every conversation started, good towards winning an afternoon Lipton Tea & Snack Pack for their office.

Insights, Strategy and the Idea

Challenge With Lipton’s core consumers spending most of their day in an office environment, we wanted to find a new method to connect and strengthen Lipton’s role in their lives within the office context. Consumer insight: Our study into consumer office behavior revealed inter-office networking as method to create positive impressions and relationship building. However, more often than not young office professionals find it difficult to initiate conversation. We saw an opportunity for Lipton to help consumers build positive interpersonal connections that help them be themselves in the workplace. Media Insight: The challenge is to keep this conversation within the branded space and provide an exciting interface in line with typical digital behaviors. The closer the channel can come to replicating the real dynamics of office conversation the better in order to achieve the natural seeding of branded content. Our media choice had to allow for spontaneity and instant two-way dialogue.