OgilvyOne UK has created ‘Liptagram’, a global photography competition for Lipton Tea, in its first campaign to target a younger demographic.
Liptagram is a four-week photo challenge where fans tag their Instagram photos with weekly theme hash tags, celebrating Lipton’s core values – for example #LiptonBrightness. A Liptagram Facebook App houses the competition, where fans can learn about the campaign, enter and view all the entries. Weekly prizes will be awarded to the winners of each challenge, and one will win an all-expenses paid safari trip to Kenya for two, including a Lipton tea plantation tour.
OgilvyOne identified four themes that are associated with Lipton’s personality, and would allow for creative interpretation through photography. The agency created inspirational films to promote the themes and give direction on how they could be interpreted. The films were shot with a stylised treatment and seeded across all markets and languages via Facebook and leading lifestyle blogs.
Liptagram is the first Instagram competition to be run globally and simultaneously across 11 countries in 7 different languages. The campaign broke on the 4th February, and will run for four weeks until the 2nd March in France, Netherlands, Pakistan, USA, Poland, Greece, Finland, Sweden, Canada, Chile, Italy. Visit Facebook.com/Lipton for more information.