For its summer Bring Out the Sunshine campaign, Lipton Czech Republic, one of the famous Mattoni brands, used Snapchat to reach a younger audience in Czechia and Slovakia. The main theme of the campaign was shadows, as Lipton brings out the sunshine by conjuring them to life, where shadows act as jesters to create joyful playfulness between friends and between ingredients.
To let Snapchaters be at the center of the Lipton campaign and feel it themselves, Pepsi Lipton International collaborated with Aleph Czech Republic and Selva Creative Agency to create 4 unique sequenced AR experiences, that encouraged users to interact in an exciting way with the brand and its core products - Lipton Ice Tea.
In the first AR, users were given as much free space for creativity as possible - AR was all about taking pictures, making dancing videos, or whatever the users wanted to do since it’s important to let Gen Z be in their nature by being optimistic and open-minded.
The second AR was a technical breakthrough or in other words a really unique experience in the CEE market. With this AR users were able to play with their shadows, by recording themselves first alone. Then the camera transferred this recording into the Shadow mode, allowing users to dance with their “live” shadow in the background in the second step. In the third AR, all focus was on the core products of Lipton - ice tea.
Users were offered to play a catch game, where they were identified by AR as either Lemon or Peach flavor lovers at the end.
Last but not least, the fourth AR was all about user preferences in the Lipton core products. Recently Lipton launched sugar-free options for the most favorite flavours of Ice tea, so in the AR users could choose whether they will be with or without sugar Lipton products today.
AR was rather focused on Share Rate in its concept, trying to contribute to the people communication within the Chats.
With quite complex and long communication on Snapchat, Pepsi Lipton International was able to achieve significant results: truly unique shadow tracking AR and the rest of the AR creatives drove an amazing Ad Recall lift of +17p, which exceeded the Snap Europe CPG benchmark. All ARs showed a great Playtime Rate around or over the benchmark (average of 13,44sec), as well as a Share Rate (average of 0.55%).