Lipton wanted to create awareness about Lipton Green Tea’s association with healthy living and promote the need for its target audience, who included gym and fitness enthusiasts and health conscious users to adopt a clean & healthy lifestyle. And Lipton Green Tea would be the first big step in that direction.

In order to create awareness, Lipton came up with a unique way to convey its message to its target audience. For its on-ground activity, Lipton introduced “Fit Cart” where it replaced the handles on Lipton-branded shopping carts with fitness trackers that showed shoppers their steps, distance and calories. This way, users could interact with the Lipton brand in a fun and fresh way. Lipton Green Tea calls it "a gym on wheels in a supermarket”, to spread a positive message that would nudge people to do something good for themselves and start making healthy choices.

Working:

Tamara, drives down to a nearby supermarket to pick up some groceries. As she’s browsing her digital to-do list, the Lipton Green tea mobile ad pops up. Being the fitness freak that she is, she is always drawn to healthy brands, so she clicks on the ad unit. The banner ad unit expands into a full screen interstital, and nudges her to click on the CTA.

On clicking on the CTA, the mobile ad unit, using the camera functionality displays the surroundings of Tamara with an overlay of the number of steps she’s taking throughout her shopping trip. By the time she’s done with picking up her groceries, the mobile ad unit gives her instantaneously the number of calories she’s burnt in just one grocery trip!

First-of-a-kind technology:

This was one of the first mobile ad units to devise a scientific formula to calculate the number of steps based on the average calories burnt per step in real-time. By leveraging this specially designed formula, Lipton was able to fully exploit the power of mobile, bring the virtual Fitcart to the palms of the users, and successfully convey its message that each step matters in one’s journey of healthy living.