Challenge
Though China is home to tea, we uncovered a major insight that drinkers do not know the best way to prepare tea with a teabag; therefore they are not immediately drawn to Yellow Label.

Idea
We took the consumer on a journey from a "virtual" to a "real" world. We connected firstly through the internet and their mobile phone, encouraging them to visit the website. Once online they chose the flavor of the tea and filled out their details. We then sent a Lipton Yellow Label ambassador to their office to give them a perfect afternoon tea gift.

Results
The campaign ran for one month. There were nearly 5.5 million visitors to the website. This beat forecasts by 250%. Some 240,000 people submitted their details to receive the free afternoon tea gift. This was 100% over estimates. The campaign won wide recognition among white collar workers.
There are 2 TVCs for this campaign.

Target
workers in China's expanding Central Business Districts. The campaign focuses on Eight cities including Shanghai, Nanjing and Hangzhou.

Media
TV, Internet