HUL challenges consumers to solve world’s largest jigsaw puzzle

The online jigsaw puzzle consists of 25,000 pieces and it is set to be solved in eight weeks to create a world record

Hindustan Unilever (HUL) is using the interactive power of the online medium to put across the brand message that its premium tea brand, Lipton Yellow Label, helps a person to stay sharp and focused.

To convey the same, the company has created the world’s largest jigsaw puzzle of 25,000 pieces, available at stay-sharp.in, and is seeking consumers to solve it jointly within a period of eight weeks. The site has been developed by OgilvyOne, the customer relationship management (CRM) and interactive marketing arm of the Ogilvy Group.

The puzzle is designed by Royce B. McClure, an Australian who holds the Guinness World Record for designing the world’s largest commercial jigsaw puzzle, titled Life: The Great Challenge, consisting of 24,000 pieces.

In fact, McClure has used the same image for which she owns the Guinness World Record and redesigned it by adding 1,000 pieces consisting of images showing Lipton consumers, along with Lipton branding.

Speaking to afaqs!, Kunal Jeswani, head, planning, new media, OgilvyOne, says, “The company wanted us to build an online activation which engages consumers and coveys that Theanine, an ingredient present in Lipton Yellow Label tea, helps clear minds and stay sharp and focused.”

He adds, “The jigsaw puzzle is targeted towards the working class, usually more than 24 years of age, who need to stay sharp and focused in order to keep performing in their jobs.”

Consumers have to register at stay-sharp.in to solve this 25,000 pieces puzzle, which is subdivided into 1,000 blocks. Different blocks will be opened to consumers to be solved in a phased manner in eight weeks. Already, more than 5,500 users have registered and started solving the puzzle.

The company will apply for the world record with the Limca Book of Records once the complete puzzle is solved.

HUL is using both online and offline media to drive users to the website. It is running a print and outdoor campaign, apart from search engine marketing campaign, to promote the URL of the website.

It has also hired the services of OgilvyAction, the brand activation arm of the Ogilvy Group, to put in place an office activation programme in about 500 offices in Mumbai and Delhi. The activation programme will be aimed at informing people about the website and seek their participation in solving the puzzle.

Group M's media agency MindShare Fulcrum handles most of the media planning and buying for Lipton Yellow Label tea brand except outdoor media, which is managed by Ogilvy Landscape.