Razorfish HK: 立顿奶茶 抱下啦,朋友!


URL: http://www.lipton.hk/

立顿奶茶通过其最新在香港推广的’抱下啦, 朋友!’活动确保向消费者传递’好feel的感觉’。

该联合利华旗下的茶品牌立顿于上一年将自己定位旨在与消费者连接建立更亲密联系。每喝一口奶茶都像是’被拥抱的感觉’。

立顿团队的工作人员解释说, 香港人的性格非常坚韧和独立。然而, 该小组成员表示:“即使他们热爱自己的独立性, 他们有时仍喜欢有被照顾的感觉。”

立顿奶茶的’抱下啦’活动以数码为主配合一些线上和线下的推广活动。该项目分为三各部分: 体验视频, 在线游戏以及一套指导如何在不同场合用合适的方式拥抱的诙谐幽默的指南。该活动的预热电视广告描述了一名护士买不到她最喜欢的歌手演唱会门票, 傷心绝望的哭。人们可以在立顿网站网站上看到接下来发生的事情。

立顿已经与当地著名喜剧演员王祖蓝和黄宗泽签约代言该活动。此次推广活动将持续到5月13日。

Lipton Milk Tea is guaranteeing consumers a ‘feel good’ experience courtesy of its latest ‘Hug’ campaign in Hong Kong.
This Unilever tea brand has continued to connect with consumers on a more intimate level since the beginning of this year. Every sip of the drink is meant to ‘feels like a hug’.
The Lipton team explains that Hong Kong people are tough and independent. People race against time and pursue their careers, leaving little opportunity for enjoyment. However, the team says: “Even though they love their independence, they still like to feel they are being taken care of sometimes.”
The Lipton Milk Tea ‘Hug’ campaign is digital-focused with the support of both above and below-the-line promotions. The project is separated into three components: experiential videos, online gaming and quirky guidelines to give a proper hug in different situations. People can learn to vocalise their need for a hug in the event of three emotions – being sad, frightened or excited. In the teaser TVC, a nurse despairs after failing to get a spot at the concert of her favourite singer. People can see what happens next at the Lipton website.
Lipton has partnered with popular local actors Cho Lam Wong and Bosco Wong, who are known for their comic talents. Players who achieve the highest score in the interactive game will get a chance to hug Cho Lam and Bosco.
The site also has a presence on Facebook and YouTube. An iPhone game has additionally been developed to engage users on the go. The campaign will run until 13 May.
The campaign idea of ‘hugging’ is seperately developed by DDB Hong Kong.

Project: Lipton Milk Tea Hug Campaign
Advertiser: Unilever Hong Kong Limited 联合利华 香港
Brand: Lipton 立顿奶茶
Digital Agency: Razorfish
Media Agencies: Mindshare Digital(online), PHD (offline)

Credits:
Creative Director: Endy Fung, Jerry Chu
Art Director: Menu Tsai
CopyWriter: Ray Chan
Agency Producers: Grace Ho, Janet Lee, Kitty Kok
Exposure: Online, Television, Print, Outdoor, Mobile, In-Store, Events

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via: Media



8 Comments

  • 悟空 says:

    这个投票系统在chrome下看不到呀。。

    [ 回复此评论 ]

    Admin Reply:

    @悟空, Thanks for your notice! wukong~
    This Rating systen is a alpha(may be beta haha)version~ under testing! We are on it!
    Well, but I had no problems will Chrome. It might be broken in some of our pages or css style. And there are so many different versions of Chrome out there (2, 3, 4, different dev and beta version), Google has went to far with so confusing development of this browser i think!~
    thanks again!

    [ 回复此评论 ]

  • 悟空 says:

    现在显示正常了,应该是css的问题,chrome的几个版本基本都会显示一致。个人觉得10个星级的评分会造成大的评分的误差,不好评价。

    [ 回复此评论 ]

    02Chan Reply:

    @悟空, 已改成5个星级的评分。

    [ 回复此评论 ]

  • cha says:

    哇塞,过了个清明,就加了好些功能~就是设计的感觉有点走味(针对的是digital本站说的,不针对立顿~),我开始还以为是截图。

    [ 回复此评论 ]

    02Chan Reply:

    @cha, CSS对于DamnDigital一直是个不大不小的问题, 这次这个评分系统加入后我们也很不满现在的界面, 而且存在一定兼容性上的Bug. 没有hack好!
    苦于我们对CSS很不了解. 因此, 如果有哪位页面重构达人愿意帮忙解决一些问题 请联系我! 02chan#live.com 感谢!

    [ 回复此评论 ]

  • rex says:

    没看见过如此糟糕的视频
    糟蹋设计

    [ 回复此评论 ]

  • Color says:

    不是很喜欢,无厘头也不能太做作

    [ 回复此评论 ]

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