Note to readers: On Thursday, Marketing inadvertently ran an already-published story about an ongoing Tetley campaign in place of this story about a new project for a different product. Marketing regrets the error.
Tetley Canada is using guitar strings to touch heartstrings in a new online video promoting its line of green tea products.
Developed by John St., the three-minute-plus video appears on Tetley’s Facebook and YouTube pages, and has been seeded in other relevant online areas. It profiles James Arthurs, a volunteer at Toronto’s Hospital for Sick Children who provides music and musical instruction to the hospital’s young patients.
The so-called “Renewal Story” follows Arthurs as he is filmed for what he believes is a chance to win a small grant that can be put towards iPod docks and other devices that will provide patients with around-the-clock access to music. In the accompanying voiceover, Arthurs describes music as a “necessary prescription” that reaches parts of the body that medicine can’t.
The video concludes with Arthurs being surprised with a delivery of music products. A super then reads “Welcome to the Tetley Green Tea Renewal Party, James” and there’s also a throw to Tetley’s Facebook page, where viewers can learn more about the program or nominate a potential participant.
The video is part of a broader mass-media campaign created by John St. called “The Green Tea Renewal Party,” which is based on the strategic insight that great tea offers positive powers of renewal for the mind, body and spirit.
John St. found Arthurs through research into people who are donating their time and effort to enrich the lives of people in their community. “We saw this opportunity to do something that was really emotional and fit well with the brand,” said Ryan O’Hagan, director of digital production for John St. “We wanted to find a way to make it fit within the campaign creative idea.”
A second video is being shot in Vancouver this weekend and will debut later this month, while John St. is still trying to find suitable candidates for two more videos that will appear beginning early next year.
O’Hagan said the objective is to reward Tetley’s Facebook audience – which currently numbers more than 14,000 – and keep them engaged with its social media platform.
The primary audience for the campaign is women 18-35.
Media for the campaign was handled by MediaCom Canada.
