Few of us foresaw at the start of COVID-19 just how emotionally destabilising empty supermarket shelves and streets would become.
At this same time, Lipton asked 5iveSenses to introduce their next delicious sparkling tea – Lipton Kombucha – to the country. But was it the wrong time or an opportunity beyond measure?
The great challenge for us was, “How to distribute it without any foot traffic within cooee?”
Post promotion, we now know that Aussies were thirsty for anything with the creative nouse to inject genuine joy back into their lives. 70,000+ surprise home deliveries later and our captive audience was freed, if only for the time it took to down the entire delicious drink.
Australians lapped up the Lipton Kombucha lightly sparkling tea giveaway. 5iveSenses constructed an experiential campaign that ticked every sensorial box to make it a raging success in less than easy times.
Hitting the brief with all of the senses
See
Considering our Lipton surprise was delivered in a clandestine move via rideshare cars and food delivery networks, and was only realised as it sat in the participant’s hand, the flyer was pivotal. Our design had to communicate the same colour vibrancy as the product, as well as clearly convey a competition to an awe-struck recipient.
This was achieved with a promotional flyer that contained art direction akin to the bottle’s label and at first glimpse, gave a demonstrative reading of the word KOM-BU-CHA.
It also had to highlight that some serious cash to was to be won – 30 x $100 gift cards!
We ensured that the promotional flyer was attached to the outside of the bag containing the meal. It was impossible to ignore, from the front door, to the dining table, to the couch in front of a blaring TV.
Hear
Linking hearing to the Lipton Kombucha activation was easy – ring the doorbell and inspire fellow diners to tell the Lipton story. And it worked, through the exclamations of receiving a surprise gift… to bottle tops fizzing open… to discussions with peers around Lipton Komucha’s sparkling flavour… and completing the survey competition together.
Touch
To grab onto a surprise long-necked bottle of drink beside your meal seriously heightens the sensorial moment of touch. 5iveSenses achieved this via 70,000+ home deliveries. Think about that reach for a second.
Then think about the thousands of responses we achieved via our flyer survey competition for Lipton Kombucha. Through the touch of a smart screen, and an audience locked away at home with little else to do, we were able to drill down into some seriously quantifiable metrics for Lipton to take to the bank.
This was achieved with a promotional flyer that contained art direction akin to the bottle’s label and at first glimpse, gave a demonstrative reading of the word KOM-BU-CHA.
It also had to highlight that some serious cash to was to be won – 30 x $100 gift cards!
We ensured that the promotional flyer was attached to the outside of the bag containing the meal. It was impossible to ignore, from the front door, to the dining table, to the couch in front of a blaring TV.
Taste
This was the great pay-off. Taste is often at the heart of most experiential moments we create but instead of just handing this to someone in a shopping mall, the taste was heightened by some extra endorphins thanks to the surprise reveal.
As Lipton Kombucha Lightly Sparkling Tea comes in three flavours: White Peach; Apple and Pear; and Strawberry and Cranberry, which do you think was the most enjoyed?
Smell
Often, an experiential sample is handed out on its own. Lipton Kombucha was delivered with a meal that would have a competing scent. The sparkling nature of Lipton Kombucha meant the effervescence allowed the not-too-sweet smell to waft perfectly amongst the diners various meals.
Results/Wrap Up
Winter was coming – and not in the GoT kind of way but boy, it was one of the harder ones in recent decades.
Instead of bunkering down waiting for better days to launch a product, Lipton Kombucha, under the steady guidance of 5iveSenses Experiential, identified a unique opportunity to cast a sense of joy across the country, with a surprise reveal and a pot of gold at the end of a survey rainbow.
70,000
Australian households reached
3
different flavours dispersed
2,000
food delivery drivers involved
50
Mean age of recipients across both genders
38
average order spend (20-40 year olds)