Our solution to the Lipton challenge by Unilever Creative: Phuong Anh Vu - Ha Phuong Linh Vu - Ha Trang Nguyen - Duc Hai Nguyen

1. UNILEVER LEADERSHIP PROGRAM
LIPTON CASE CHALLENGE
Group 1

2. CONTENT
D E PL OY M E NT PL A N03.
INS IGHT A ND B IG ID E A02.
B U S INE S S OVE RVIE W & OB JE C T IVE S01.

3. .01
INDUSTRY &
CATEGORY
OVERVIEW

4. Industry & Category
Overview
Market is big and potential
• The market is expected to grow: Revenue,
Volume, Price
https://www.statista.com/outlook/30020000/12
7/tea/vietnam#market-revenue
• Average consumption: (pounds per person)
0.437 6.961
Vietnam Turkey
(highest country)
Lipton is the market leader
• Segment 20 - 34 account for 30% of
Vietnamese population
• Only 11% is drinking tea bag with low
consumption (average: 1-3 times per
year compared with 3-4 times per year)
• Looking for healthy products
WHY 20 – 34?
Conclusion
Tea bag is a promising market but as
the market leader, Lipton has to make
effort to develop the overall market

5. CAMPAIGN
OBJECTIVE
Changing
Millennials’
perspective
about
challenges in
life
Engage
Lipton with
an image of
positivity and
confidence
Create
behavior of
drinking
Lipton in
every
morning and
before the
challenge
BUSINESS
OBJECTIVE
Get 3 million Millennials to drink Lipton everyday

6. .02INSIGHT &
BIG IDEA

7. Conclusion
The reason for low return rate: The product is not represent the consumer image
Among 10 people who buy Lipton for the first
time, 3 of them will make second purchase.
Does not LOOK-LIKE-ME
Young adult prefers to drink tea with more
added ingredients than older groups
Low return rate:
Perception of Lipton:
Different usage behavior:
TARGET CONSUMER
OVERVIEW

8. Demographics
• Age: 20 – 34 years old
• Occupation: Fresh Graduate & First Jobbers
• Salary: BCD
Characteristic in lifestyle
• Modern, trendy habit and lifestyle
• Internet & Digital Consumer: Smart devices, Digital
Social Network
Current Phase in Life
• Entrance to maturity phase
• Begin to make a living by themselves and become
independent (decision making, finance,…)
CONSUMER PORTRAIT
MILLENNIALS

9. CONSUMER PORTRAIT
MILLENNIALS
Barrier: Lipton – Tea is more relevant to the elderly rather
than young adult
Trigger: Lipton represents symbol of maturity and
success
Key motivator to adopt daily habit: Remain calm and
positive feelings to maintain best condition for
studying/working day
Potential occasion to drink: morning (refreshing) and
after-lunch (relaxation) and during working time (focus and
maintain good condition)

10. • Truth: Entering maturity phase, Millennials
face many challenges to become
independent and have ownership
• Motivation: Millennials want to become
independence and take control of their life
• Tension: Millennials afraid that goals are
difficult to reach and mostly unattainable
CONSUMER INSIGHT
MILLENNIALS

11. INSIGHT
Millennials’ goal is independence and ownership in life. But, in fear
that goals are mostly unattainable, they lose confidence when facing
challenges in path to reach it.

12. Brand Role: Empower millennials’ confidence by changing perspective that challenge
is a part of to-do-list in life
BIG IDEA
“HAVE A TEA WITH A TICK”

13. COMMUNICATION IDEA
“Challenge is a part of the life’s to-do list. With effort and confidence,
you can complete it and put a tick into your to-do list”

14. .03
DEPLOYMENT PLAN

15. Promotion:
Big Idea: “Have a tea with a tick”
in purpose of empowering
Millennials with confidence to
overcome challenges and pursuit
success
Propositioning:
Lipton accompanies with
millennials on their path to
success by empowering them with
positive mindset and confidence
Place: Focus on OOH
Co-operating with franchise: The
Coffee House to design special
menu for tea using Lipton product
6P Execution
Plan
Packaging: Redesign labels
Lipton accompanies with
millennials on their path to
success by empowering them with
positive mindset and confidence
PriceProduct

16. PHASE
M1 M2 M3
PHASE 1: TEASING PHASE 2: BOOMING
OBJECTIVES
TIMELINE
DEPLOYMENT PLAN
Raising awareness of
unconfidence
Engage the role of Lipton in changing mindset
Amplify the positive impact
of Lipton in millennials
I recognize pressure and
unconfidence prevents me
from doing best when facing
challenges
Lipton empowers my confidence by believing that
challenge is just a box to tick
Lipton encourages me to
share my changing positive
perspective to my friends
• KOL sharing
• Hot fanpages
• PR Articles
• OOH
• Hot fanpages
• PR Articles
• KOL sharing
• Hot fanpages
• PR Articles
DESIRED
ACTIONS
SUPPORTING
ACTIVITIES
KEY MESSAGE
M4 M5
PHASE 3: AMPLIFYING
“HAVE A TEA WITH A TICK”
KEY HOOK Short stories clip Interactive platform ”60s PositiviTea” Concert Tick Your Challenge

17. TEASING
Viral Clip
Facebook Content
KOL sharing
Hot Fanpages
PR Articles
PHASE 1

18. VIRAL CLIP
Short stories of KOLs (Celebrity,
Famous business men, Top
students,…)
Timeline: 2 weeks
MAIN IDEA: KOLs sharing stories about the
moment before they face challenges and the regret
for not performing it with 100% effort
• During the preparation time
• The balance between personal, family and
work life
• Challenge in work (anti-fan, start-up failure)
• etc.

19. KOLs share video clip on personal page with their own stories and perspectives
KOLs: Lê Đăng Khoa, Su Boi, Vũ Cát Tường,…
KOLs
Sharing
Hot
Fanpages
Đậu đỏ tung tăng, Thỏ bảy màu,
Tuyết Bích Collection, Bà Già Kêu Ca, ….
Platform Pre-roll ads on video platforms (Youtube, Zing Play, PhimMoi,…)
Cinema ads
PR
Articles
Kenh14, Zing, YanTV, etc.

20. BOOMING
Interactive Platform
KOL Sharing
Hot Fanpage
PR Articles
PHASE 2

21. Interactive Platform
Campaign: “60 seconds PositiviTea”
Objective: Changing perspective about challenge “You have
overcome tons of challenge and your current biggest concern is
simply a part of life
Timeline: 2 months
Function: Meditation tool
Platform:
• Offline: Interactive Vending machine
• Online: Viral clip, Mobile Application, Landing page
Are you ready to tick your challenge?
Key message: “The challenge becomes a dot of a life to do list.
Half of list is ticked and many more are awaiting. Take it easy
and take your challenge with a cup of tea”

22. Step 1: Write down “Your
current biggest challenge or
concern” into the interactive
board of the Vending Machine
Step 2: Choose your
favorite Lipton flavor
Interactive Vending Machine
Step 3: Clearing your mind
with 60s meditation tool
while waiting for tea:
“http://www.pixelthoughts
.co/”
Step 4: Pop-up question
“Are you ready to take
your challenge?” and
pressing the tick to
receive free tea
Machine usage instruction
Viral Clip: Reaction at the Vending Machine
Viral clip collects the interaction of audience using the
vending machines and posts on Lipton Facebook
Fanpage
Distribution: 3 universities, 2 shopping malls
and 5 office buildings in Ho Chi Minh city
Key
Deliverable
1

23. Daily Life Manage App
Objectives: Meditation Tool integrated with Daily Life Manager
60s Meditation Tool
Relaxing Music Playlist
Motivation Quote
Collections
To-do-list
Alarm Clock
Gift – Voucher (co-operated
with e-commerce and
The Coffee House)
Key
Deliverable
2
Meditation Tool Function Meditation Tool Function

24. LANDING PAGE
ü Online website version of “60-second
PositiviTea”
ü Enhance the consistency of brand product
and interactive activities
ü Introduce product category
EXA
MPLE
TICK FOR FREE TEA
Key
Deliverable
3

25. Standee information about Lipton’s Interactive
“PositiviTea”
POSTER at The Coffee
House and Shopping
malls
Digital Screen Ads at the
elevators of buildings
OOH
Key
Deliverable
4

26. AMPLIFYING
Concert “Tick Your Challenge”
KOL Sharing
Hot Fanpage
PR Articles
PHASE 3

27. Concert Share the to-do-list “Tick your challenge" to own a free couple of
tickets with hashtag #TickedForTicket
#TickedForTicket

28. Ø Performing at the concert
Ø Sharing information about the #TickedForTicket challenge before the music concert
Ø Sharing feelings before and after the music concert
KOLs Sharing
Trúc Nhân Miu Lê Trang HýSalim

29. Detail
TOTAL
BUDGET
Teasing Booming Amplifying
3.1 bil
Viral Clip: 800
mil
PR: 1 bil
Social Media: 1.3
bil
BTL: 1 bil (10
vending machine)
PR: 2 bil
Social Media: 2 bil
OOH: 500 mil
Viral Clip: 300 mil
Mobile App: 60 mil
Landing Page: 50 mil
PR: 2 bil
Social Media: 2
bil
Event: 5 bil
18.01 bil
5.91 bil 9 bil
PR: 5 bil
Digital: 5 bil
OOH: 500 mil
BTL: 1 bil
Budget for each channel
Budget Plan

30. Brand
Communication
Brand Health
KPI Target Measure
Viral Clip: 20,000,000 million views
Event: 10,000 participants
PR: 25 million readers
- Digital, PR: engagement with posts and
video clip.
- Event: number of participants and online
engagement before and after event
Sales Volume
Increase image of Youth relevance
by 6-7% by the end of 2018
Increase 8-10% by the end of 2018
Market research agency
Number of people purchasing products
Measurement Tracking

31. LONG-TERM GENERAL LONG-TERM DIRECTION FOR
BRAND DEVELOPMENT
1. Diversify Product Category
• Various types of tea flavors
• Adopt convenient packaging: Bottle, Can,…
2. Relate Lipton Brand Image to Millennials
Develop “Inspirer Role” for Millennials to have confidence, courage to embrace
challenge and achieve success
3. Concentrate on generate brand touchpoints
• Digitalize connection between Brand – Consumers: Website, Social Network, E-
commerce, and Smart Device Application
• Co-operate with franchise “The Coffee House” to design special menu for tea using
Lipton product

32. THANK YOU