To introduce Lipton’s new line of milk tea latte flavours, Lipton collaborated with Mediacorp OOH Media to transform the 24-footer truck into a roving “Lepak” Lipton Tea Cafe. This campaign aimed to showcase Lipton milk tea as the must have pick-me-up drink for home and office consumption and the media agency was Mindshare Singapore.
To raise awareness and visibility on the new product, the roving “Lepak” Lipton Tea Café was parked at four locations during the four weeks campaign. The locations were strategically chosen at office-centric areas, namely Fusionopolis, Vivocity, Raffles City and 100AM.
The exterior of the truck was wrapped in Lipton’s new milk tea latte flavours: Teh Tarik, Teh Halia, Hazelnut and Classic. The interior was redesigned to mimic a café to provide the professionals a chill-lax zone where they can relax and chill during their break times. With upbeat Jazz music in the background, there were couches, bean bags, phone charging stations and free WIFI provided.
In line with the theme for professionals to relax and de-stress, tables were set up outside the truck, alongside with a foosball table for the public to play while having a cup of tea. Samples banded with leaflets as well as other Lipton branded goodies were given out as a form of keepsake. To increase awareness of the campaign, the truck roamed around central business district and key suburb areas when it is not activated.
As part of the campaign, Lipton also bought into Mediacorp OOH Media’s island-wide 6-sheet network in addition to the truck activations. Targeted at PMEBs, the locations of the 6-sheet panels covers places near offices, key suburbs and places near point of sale to create path to purchase.
Henry Goh, head of OOH Media said, “Transit media enables more diverse and out-of-the-box advertising. For Lipton’s truck activations, it showcases how OOH Media helped advertisers to communicate, convey and bring the brand experience holistically to their target audience.”