• Cyril McAree

Lyons Tea Serves The ‘Perfect Cuppa’ With Interactive Digital OOH Campaign


Lyons, Ireland’s favourite tea, is running a nationwide campaign that solves the question “How do you make yours?”. Limited edition packs of Lyons tea are now available offering consumers the chance to win a personalised mug with not just their name but how they make their tea. Working closely with Kinetic, the global leader in activating audiences on the move, media agency Mindshare and creative agency Marketing Network; the campaign encourages consumers to follow instructions on promotional packs to win a personalised Lyons Tea mug.

Pictured L-R: Jane Butler, Specialist Account Executive, JCDecaux; Rachel Murtagh, Account Manager, Kinetic; Rory Sweeney, Senior Account Manager, Mindshare; Anthony Douglass, Graphic Designer, Marketing Network.

Helping tea lovers to get their cup of Lyons Tea just the way they like it, two interactive Digital Out of Home specials are running 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. Consumers then answer a series of questions relating to how they like their tea brewed and served. Finally, their own personalised mug is 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. Speaking about the campaign, Rachel McCloskey, Account Manager at Kinetic said “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.”

Pictured L-R: Ann Marie Finucane, Brand Manager, Unilever; Rachel Murtagh, Account Manager, Kinetic; Rory Sweeney, Senior Account Manager, Mindshare; Jane Butler, Specialist Account Executive, JCDecaux. “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.” Rory Sweeney, Senior Account Manager at Mindshare. The campaign can be seen on 48 Sheet billboards and bus shelters nationally from 10th to 23rd September. It is also running on DOOH formats at select Tesco stores, shopping centres and cinema foyers. Lyons Tea are giving away up to 100,000 personalised mugs. For a chance to win one of these coveted possessions simply purchase a promotional pack of Lyons Original 80s or 160s, visit the site www.lyonsmymug.ie and enter the unique code from the pack. A limited number of packs are available in stores nationwide with the closing date for the competition 07.01.2019.


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