It’s Chilling Outdoors!

Lipton Ice Tea, a refreshing drink, plans to reinforce its brand’s image in the mind of consumers and create top-of-mind awareness by getting people to do something different and innovative. Therefore, in association with Socialab, the brand transforms the Bus-Q-Shelter into a “Cool Down Stop” which gives the cool breeze to audiences on the press of a button. The idea is to associate consumers with their slogan which says “Enjoy the bright side of life” with this communication and product image in order to create a strong brand identity and to stimulate a desire or want.  The innovation, started on July 4, continues to provide freshness till August 31.

Tasos Veliadis, Business Unit Director, Socialab describes the ideology behind the innovation and shares, “In a groundbreaking for Greece campaign, we were able to connect the physical with the digital and maximise the results of an intelligent and “refreshing” promo. In the summer heat, along with Lipton Ice Tea, we created the “Cool Down Stop” to give a touch of coolness in Athens. Leaving the University metro station, in a bus stop right outside the library, unsuspecting passersby saw the written words “Cool Down Stop” while a button called them to hit it in order to cool off. A surprise awaited those who were brave enough and pressed the button.

The innovation is developed by placing a special mechanism inside the bus stop which each time someone presses the button, sprays a mist of cooling and refreshing micro water droplets on the button-presser.

The location has been selected strategically, i.e. one of the most central stations in Athens, the exit of the “Panepistimio metro station, next to the National Library and the Law School as the agency wanted to capture frequent young audience, which is their basic target group.

Despite the minimal budget, the vicissitudes of production and constraints of location, it managed to really be loved by the people who shared the video organically and embraced the campaign with enthusiasm. Along with OOH, the campaign has gained success online — the video that captured the activation has gathered more than 166.000 views and appeared in over 50 sites in Greece and abroad, with 5.5 million unique visitors.  

Overwhelmed with the response, Tasos says, “We want to create something similar the next year but something that will be much larger and more innovative. As a creative medium, the bus stop is relatively popular overseas but maintains a freshness and originality, and in our country is a medium that has not yet saturated.