Unilever partners with EYE and Tapit to launch new technology for Lipton Ice Tea
Unilever has partnered with EYE and Tapit to launch their latest campaign to students at Sydney University.
The simple, yet eye-catching ad features a uniquely coded near field communication (NFC) tag that enables students to ‘Like’ the Lipton Ice Tea Facebook page by tapping their NFC enabled phones against the Eyelite.
Lipton Ice Tea is the first advertiser to use ‘Tapit’ technology such as this across EYE’s products. This technology offers the advertiser the opportunity to immediately connect with their customers by receiving content and offers, follow social networks, complete a survey or even make a purchase through their mobile phone, simply by tapping their phone to the panel.
Says Karl Wells, strategy director, Mindshare: “We want to be at the forefront of new technology for Lipton and are looking forward to seeing how this test goes.”
“It’s exciting to see our premium advertisers using innovative techniques to really bring their Out-of-Home campaigns to life,” says Leonie Collins, general manager – marketing, ANZ and Group, EYE.
Research shows that advertising campaigns which include special builds and innovation have a lasting effect, with 25 per cent of respondents still aware of the execution up to six weeks after the campaign period. The integration of special builds can increase the awareness of a static campaign by 38 per cent.
15 Comments
So you want me to like Lipton Tea? What do I get out of it?
Should’ve put this on a vending machine and given me one when I like your page. Fuck you Lipton, and fuck you missed opportunity.
Pleeeease like me!
Pathetic.
How many phones are currently equipped with NFC technology?
What a great big stupid waste of Tapit technology.
Just because you can
doesn’t mean you should.
Balls.
shit
Cool Shit!!
..not.
Good to see there are some strong and passionate opinions out there about Out-of-Home advertising.
Renee.
Like anything, there is good out of home, and there is shit out of home.
This is shit out of home.
And there will always be strong opinions about shit work.
New technology is not an idea. Self indulgent, wasted opportunity.
Renee, these are strong and passionate ideas about shit execution of great technology.
I think NFC technology is relatively new technology to the Australian advertising industry and in order for it to develop, I think we need to trial it and then see where it goes. This campaign marks the beginning for where we, as an industry, can take it.
You’re right Renee, it is relatively new technology to the country with the highest smart-phone penetration globally. But what it failed to do was achieve anything for the client (Lipton). Because of this, it’s a waste of space, client money, and a creative opportunity.
Also, how many NFC-enabled phones are in Australia?
Hi Huffy,
I do understand what you are saying, but as per the release, this was a test campaign to use the new technology, take the findings and then see where it could go next.
At the risk of sounding overly prophetic, I think in life in general we’d all like to start at the end of a good idea and not do the development the middle to get there, but alas, with a new idea, we have to start at the beginning – hence the test phase.
Re how many NFC phones are enabled in Australia, I’d have to do some research and get back to you on that one..