Lipton Ice Tea launches ‘misting zones’
Lipton Ice Tea and APN Outdoor have launched ‘misting zones’ across Sydney train platforms.
The experiential campaign is designed to cool Sydney train commuters this summer.
Developed with media agency Mindshare, the objective was to target commuters on busy, underground platforms and cool them with mist during peak travel periods, between 7am to 9am and 3pm to 7pm.
Paul McBeth, GM of marketing for APN Outdoor said: “Travelling on public transport on hot days can be very challenging so Lipton Ice Tea’s experiential platform campaign is a perfect example of how a brand can create genuinely meaningful connection with a target audience during their day.”
All in time for Sydney’s coolest December! Unlucky.
Cool idea. I wonder How much does it cost?
What about adding some flavor to the mist?
Saw this campaign today at Town Hall – nice idea, I just hope the weather warms up for them!
I’m not sure how many people want to get “misted” when it hasn’t stopped raining for weeks and the temp hasn’t gone above 22 degrees.
Hmm could have gone to a bad place here.. .but will have a mature response. I think its a great idea.
These misting zones exist anyway. So, they’ve just branded it? Wow.
Awesome idea, I just feel sorry for all the lovely girls who would have just done their hair.
I once got “Frosted” at Hyde Park Station.
Assuming the mist isn’t Lipton Ice Tea vapour which would make everyone sweet and sticky, they are actually cooling you down with water, which is a competitor in the refreshment category. Surely this activity more relevant for Mt Franklin or Pump as the brand/advertising experience would be the product…….or am i over-thinking it?
bring on the commuter wet t-shirt competitions!
Love it.
How come no-one’ s asking where they got the mist from? I suspect it’s whale mist, from out of their blowholes. Capturing whale mist puts a lot of stress on whales and has been made illegal in most countries. It’s time we banned it here.
@Rushdie – hilarious!!!
Whale Meat Again.
Can’t wait to stand under it with my iPad – under warrantee – check.
Blasted iPhones – warranty, not warrantee, apparently my apple products broken already, bring on the mist.
I love the idea and its angle.
From what I can see, It’s a real shame they didn’t integrate a digital media channel, such as Social or Search, onto the floor space.