Case Studies

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Lipton Ice Sea

OVERVIEW

lipton_seaThroughout December 2012, Lipton Ice Tea launched their summer campaign ‘Lipton Ice Sea’, an experiential campaign which include a floating vending machine being spotted up the coast of South Africa. The floating vending machine, which was a first in South Africa, is part of Lipton’s Ice Sea: Never Lose Your Cool campaign, an exciting, interactive activation which emphasized the idea of living life to the full whilst promoting safety and responsibility amongst its consumers.

The campaign, together with Clifton Surf Lifesaving Club, kicked off on Tuesday 18 December at Clifton 4th Beach before it made its way up the coast. As part of the promotion, Clifton Surf lifesavers gave away Lipton Ice Tea merchandise on South Africa’s beaches throughout the summer, encouraging the young and old to keep their cool and practice water safety and awareness.

 

PUBLIC RELATIONS

Brief:

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Launch a holistic communication plan pre, during and post event to drive the media to deliver the key messages to the target consumers and to create as much talk-a-bility around the campaign as possible. Communication channels will be very heavily focused on social media tools including a strategic Facebook plan, blogger and influencer outreach and Twitter.
Target audience:

  • Beach goers (aged 18-35)
  • Marketing/advertising community
  • Event sites/listings
  • Media: CLE Communications to identify and engage with appropriate media and develop media database relevant to Lipton, throughout this promotion.
  • CLE Communications to target the media, both as an audience and as a channel, to effectively communicate the key messages of the campaign.

DIGITAL STRATEGY

Pre Campaign :
Prior to the campaign, CLE Communications structured a content plan for Lipton Ice Tea’s Facebook page which released information about a cargo ship going down and vending machines bobbing up and down somewhere on SA’s coastline. Consumers were encouraged to guess locations of the next siting of these unidentified floating objects. If they guessed correctly, they stood the chance of winning a cash prize.
Additionally, CLE distributed teaser press packs to online influencers and bloggers inviting them to the event in order to create excitement and buzz around the activation.

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During Campaign:

CLE Communications drove the traditional  and social campaign through inviting the media to the beach, tweeting the event to key influencers and sending the video link to online publications, focusing strongly on the key messaging including that this event was a world first.

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COVERAGE HIGHLIGHTS

  • Television
  • ETV Prime Time News
  • Print
  • Cape Argus morning and late editions

  • Radio

  • Radio 702

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Online

  • BizCommunity
  • Ventures Africa
  • Mr Cape Town Blog
  • Sports Illustrated Online
  • The Marketing Site
  • Spice 4 Life

International marketing press :

  • Ventures Africa

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  • Frequency Online

  • Network2Media

    702

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  • DateDecember 5, 2012