Follow the guidelines and become a millionaire
Lipton approached DDB Hong Kong with a problem: no onewas reading their brand guidelines. However, when was the last timeanyone got excited by brand guidelines?
DDB created something completely unheard of brandguidelines that are actually fun and engaging. Firstly, a metal suitcasewas sent to every Lipton brand manager across Asia Pacific. Inside, wasa stack of cash and an iPod Touch, pre loaded with ‘Lipton Millionaire’a fun, interactive app that challenges their knowledge of the Liptonbrand. This gave brand managers a chance to win a million dollars invirtual sales to show that they truly understand the brand.
To give them the best chance possible of becoming a virtualmillionaire, DDB included an interactive version of the guidelines (withembedded videos and audio) to help them brush up on their knowledge.Brand managers could then test their knowledge with over 100 randomlygenerated interactive questions.
Since all high scores were linked, players could take on their regionalcolleagues. And they did. In fact, players were immediately hooked tobrand guidelines! New content could also be downloaded regularly makingit 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 – withtheir position as the world’s no.1 tea brand reinforced with a singlevoice. More importantly, the way that brand guidelines are presentedhas changed forever.