Lipton: Millionaire

The Challenge:Lipton approached DDB Hong Kong with a problem: no one was reading their brand guidelines. However, when was the last time anyone got excited by brand guidelines?
The Solution:We created something completely unheard of brand guidelines that are actually fun and engaging.Firstly, a metal suitcase was sent to every Lipton brand manager across Asia Pacific. Inside, was a stack of cash and an iPod Touch, pre loaded with 'Lipton Millionaire' a fun, interactive app that challenges their knowledge of the Lipton brand.This gave brand managers a chance to win a million dollars in virtual sales to show that they truly understand the brand.
To give them the best chance possible of becoming a virtual millionaire, we included an interactive version of the guidelines (with embedded videos and audio) to help them brush up on their knowledge. Brand managers could then test their knowledge with over 100 randomly generated interactive questions.
Since all high scores were linked, players could take on their regional colleagues. And they did. In fact, players were immediately hooked to brand guidelines! (Who would have thought?)
New content could also be downloaded regularly making it the world's only brand guidelines that are constantly up to date.
The Results:Knowledge of the Lipton brand is at an all-time high – with their position as the world’s no.1 tea brand reinforced with a single voice. More importantly, the way that brand guidelines are presented has changed forever.
* Please see attached video for details.