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Lipton looks at digital and activation plans

25-April-2009
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Lipton looks at digital and activation plans

OgilvAction, OgilvyOne and Ogilvy Public Relations have joined hands for a brand activation project for Lipton Yellow Label. The online project claimed to be the ‘World’s Largest Online Collaborated Jigsaw Challenge’, aims to put India in the record books as the sharpest thinkers in the world.

As reported in October 2008 by exchange4media.com, OgilvyAction had bagged the Lipton assignment to handle a combination of digital and out-of-home activities on a project basis for a period of 3-6 months. The tea that contains real Theanine helps clear the mind and keeps one sharp. Through its brand activation, Lipton invites Indians to be a part of the World’s Largest Online Collaborated Jigsaw Challenge.

Consumers can take the challenge by logging on to the website www.stay-sharp.in.

The website has been designed and implemented by OgilvyOne and hosts the largest online jigsaw puzzle in the world with 25,000 pieces. The puzzle itself has been designed by Royce B McClure, an Australian who holds the record for designing the world’s largest commercially available jigsaw puzzle.

In addition to extensive online, press and outdoor promotion, OgilvyAction has put in place an office activation programme that will be implemented across over 500 offices in key metros to capitalise on the brand’s strong OOH footprint and create buzz around the challenge. The culmination of the challenge will be amplified through an event where Royce will solve a real version of this 25,000 piece jigsaw puzzle live. He will be assisted by the top 10 winners of the online challenge.

The challenge includes giant 25,000 piece puzzle that is broken up into 1,000 parts with 25 pieces each. Consumers can solve one or more of these 1,000 parts and work together to complete the entire image.

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