Brand: Lipton Agency: Red Media Africa
Nigerians are very religious, with about half of its 180 million citizens as Muslims. This was an incentive for the Lipton brand to leverage on the Ramadan season to launch a caRamadan is one of the seven pillars of Islam and thus an essential part of the Muslim consumers' lives. It is considered the 'month of blessing' and characterised by self- sacrifice and charity (sharing and giving). It is also a period in which tea drinking (as a quick fast breaker) is intensified. From historical data from Lipton consumers, we realised that lots of consumers shared the sentiment that: "Ramadan is that special time of the year, when I make a conscious effort to become a better person. I like to make an extra effort to be generous with my time & attention, forgive & forget & help the less fortunate. To be able to do this & experience a true meaningful Ramadan, I need to be revitalized physically, mentally and emotionally" and this insight greatly influenced the direction of our campaign. Our major target audience were Christians and Muslims in the urban and semi-urban areas in the North, Middle Belt, South West & Lagos regions of Nigeria, and we leveraged on ATL, BTL, Trade and digital elements to drive our message. Due to the penetration of radio in the northern part of Nigeria, we commissioned radio sponsored segments to engage with the audience, as well as executed mosques activations and a ''Do More Cities'' tour amongst other activities. These activities were customized to each region in order to ensure that we achieved our goal of getting people to do more good deeds.