Lyons Tea is running a nationwide campaign that encourages tea-drinkers to engage with the brand by asking them “how do you make yours?”.
As part of the campaign, limited edition packs of Lyons tea are now available offering consumers the chance to win a personalised mug.
The campaign was created and developed Marketing Network with OOH and media by Kinetic and Mindshare and some of its key features include two interactive Digital Out of Home specials in St. Stephens Green Shopping Centre and Jervis Shopping Centre. Branded floor graphics in front of the digital units entice consumers to interact with the screens and they then answer a series of questions relating to how they like their tea brewed and served. Their own personalised mug is then created on-screen and by sharing it on #lyonsmymug.ie they’ll be in with a chance to win a €100 gift voucher along with their personalised mug.
The campaign can also be seen on 48 Sheet billboards and bus shelters nationally. It is also running on DOOH formats at select Tesco stores, shopping centres and cinema foyers
According to Rachel McCloskey, Account Manager at Kinetic: “Kinetic is delighted to be working alongside our partners Mindshare, Eclipse Media and JCDecaux to bring the Lyons Tea campaign to life. The interactive DOOH specials perfectly engage the public and ensures that Lyons Tea drinkers will always get their cup of Lyons, just the way they like it! Out of Home continues to push the boundaries, creating immersive experiences whilst delivering that all important reach.”
“We know how passionate tea drinkers are about how they make their tea. So, whether you dip your bag or let it soak, like one sugar or none, have it neat or with loads of milk, you can now have your cup of Lyons tea just the way you like it, even if you’re not the one making it!” said Ann Marie Finucane, Lyons Brand Manager.
“Everyone has their own specific way of how they like their tea. And at times it can be fatal to get someone’s tea preferences wrong. The interactive piece now lets users engage with Lyons’ ad to let everyone know how they like their tea in the form of their very own personalised mug. Kinetic have done a great job to help bring this interactive campaign to life for Lyons Tea and it is just another great way that OOH can be used to offer something different to our clients and to consumers too,” says Rory Sweeney, Senior Account Manager at Mindshare.