Tetley has launched a £1.7m multi-media campaign based on the on the mechanic that Sydney, one of the Tetley Tea folk, has fallen into a pack of Tetley tea at the factory and is lost.
Devised by MediaVest, the human experience company, the campaign invites consumers to join a full-scale search for Sydney.
It will be supported by TV, VoD, radio airtime and S&P, out of home (OOH), in store and on social media. The consumers that find an image of Sydney in their packs will win £1,000 instantly (50 to be won), with all packs carrying a unique code where consumers stand the chance of winning one of a further 100,000 cash prizes, worth of up to £1,000.
ITV, C4, C5 and satellite channels will be hosting 10 and 20 second adverts, running from an initial spot during the launch night of Celebrity Big Brother until 14 November. This will be extended to their VoD channels, with online video advertising server, Innovid, creating interactive overlays allowing viewers to engage with the brand for a chance to win a year’s supply of Tetley tea.
The campaign will also be supported with radio airtime and sales and promotion with MediaVest’s content specialists, Liquid Thread, creating an integral partnership with Smooth Radio UK. The partnership will see a week long launch promotion during their flagship breakfast show, an advertiser funded programming segment, supported by a series of advertorials, and digital assets to further engage their listeners.
The Tetley Tea Folk’s Facebook page and Twitter feed will host weekly competitions via www.findsydney.co.uk to extend brand engagement beyond TV into social media. The social media channels will offer daily clues to Sydney’s whereabouts for followers and fans to find his location in this ongoing competition. Winners of the competitions will be chosen each week and announced live on Smooth Radio UK.
All social activity will be tied together with the hashtag #FindSydney, utilising both Facebook and Twitter’s searchable hashtag function, and ensuring the campaign is easily discoverable on social media. The #FindSydney hashtag will appear on TV, OOH and radio to drive consumers from offline channels to Tetley’s social pages.
Michelle Jee, senior brand manager for Tetley, said: “We are very excited about the launch of the Find Sydney campaign and can’t wait for Sydney to be reunited with the rest of the Tetley Tea Folk. This is our largest on-pack campaign for many years and we feel that together with MediaVest we have created an exciting and truly integrated marketing support campaign to drive the Tetley brand.”
Steve Parker, managing director, MediaVest, said: “We are delighted to extend our long-standing relationship with Tetley for another fun campaign. It is great to work with such iconic characters as the Tetley Tea Folk and this cross-platform campaign provides an exciting way for consumers to remain engaged with the brand.”