Insight
Lipton has always promoted inspiration as a distinct characteristic in its communication.
“Viviendo el Arte” (Living the Art) was conceived as a campaign for reaching its audience by selecting emerging artists known through a digital action, achieving active participation by both artists and the general public while boosting brand credentials.
Turning the inspiration concept into something tangible is a challenge the brand has to deal with year after year, to face this complex scenario, Lipton sought a way to unify its communication with the aforementioned concept, thus creating the “Viviendo el Arte” project.
To this end, the brand took into supporting emerging local artists by proposing them to create their works using Lipton as a muse, giving the artists an inspirational phrase to work with.
That way, art and innovation go hand in hand. Taking this into account, the brand decided to use the potential reach that digital platforms allowed us to get the project known to a massive audience, so everybody could take part in the “Viviendo el Arte” experience.
To create commitment among the artists and Lipton, the project stressed and linked the public service purpose that the money gathered trough the online bidding would have.
Strategy
Art buyers aren’t normally influenced by advertising, so the brand faced a huge challenge from the start-up, since it had to build credibility and acceptance with this audience without losing its consumer credentials. Therefor Initiative was extremely careful to reach both targets (tea consumers and art buyers) with the specific messages.
At the same time, Lipton’s art could also be evidenced by articulating and uniting two apparently separate worlds, finding in the process a connection that could be adopted and appreciated by both targets.
To make this process easier, the agency selected a mix of emerging artists that despite not being that notorious yet in cultural circles, boasted both interesting approached and active, influential social media profiles that would boost the projects communication.
The creative process was documented on digital video capsules in which each artist told what inspired them for their works. Communication was deployed in two stages: 1) The digital video capsules online launch and 2) Online Auction start.
Initiative decided to use the lobby of the most popular cinema´s theatre company (Movie) to mount an exhibition with the artist’s finished works. After a qualitative and quantitative analysis it came to the conclusion that it would be perceived as an organic way to bring art to the general public, synergizing with the launching of the digital platform in which the works would be auctioned.
At the same time, the agency arranged that two local magazines which have a strong influence among art consumers, Bla and Lento, would cover the project’s development and generate exclusive content. That, itself, was a very innovative communication strategy, since Lento has always defended its editorial independence, and this was the first time its team agreed to produce brand endorsed content.
Execution
On each digital video capsule, artists presented themselves and the disciplines they used for their works, generating amplifiable content in the process both from innovation and diversity angles.
Through this brand’s initiative, fashion designers, musicians, painters and audiovisual artists, shared their creative process and inspiration with the general public, who became witness to this cultural reality show that was “Viviendo el Arte”. That way, both artists and audiences became participants in the common experience of making art more accessible, thus making inspiration tangible.
The works of arts ranged from unique tea cup interventions through the creation of a special edition Lipton tea with China Zorrilla’s (Uruguay’s most beloved actress) image printed with a pop art inspired style in the packaging. This latter development was titled “Té con China”, effectively and emotionally connecting one of the most beloved cultural figures with the development of a unique Lipton tea bag with China’s image with pop art design, truly unifying the campaign concept with the product itself.
Thus, an auction platform that would encourage the general public to experience and ultimately buy the Lipton inspired works of art was created.
The proceedings from the online auction were donated to CEPRODIH, a non-profit civil organisation that helps people with complex abandonment situation, mostly women, children and the elderly.
Results
The average view rate generated by the exclusive content introducing the different artist and their proposals was 66% which represented 1:09 minutes per view.
The campaign achieved 2,621,250 contacts, which represents 82% of the Uruguayan population, with a $2.5 cost per thousand and a 150% return of investment. The action was amplified on TV, Radio, Print and websites by 25 different media channels.