Dilmah Tea, the Seven Network and media agency RCJ teamed up for the Dream Escape promotion last month, which drew in nearly 60,000 entries and resulted in 20 trips given away to Sri Lanka, courtesy of Sri Lankan Airlines and Resplendent Ceylon.
Stephen Benrad, Group Operations Director of RCJ, told Mediaweek the campaign exceeded their initial projections based on previous benchmarks.
“We expected a strong result, but we didn’t expect this many. Within just 20 minutes of launch, we had already received 2,000 entries, and it was then that we realised we had created something special.
“Our strategy has also contributed to an 18% YOY sales uplift with our on-pack promotion, which is currently running.”
The power of collaboration
The campaign, which celebrates 40 years of Dilmah in Australia, ran across Sunrise, Weekend Sunrise, and The Morning Show and featured a content series from The Morning Show host Kylie Gillies.
“From the initial brief to the final segment, everyone brought their A-game,” Benrad said.
He noted that Seven was flexible and creative while Dilmah’s team and its leaders – Dilhan C. Fernando, Chairman & CEO, Spencer Manuelpillai, Senior Brand Marketing Manager, and Shamil De Dodwell, Head of Marketing in Australia & New Zealand – invested in the storytelling.
“Our team at RCJ worked effectively to keep everything moving and accountable. It was a great example of what’s possible when everyone is aligned on purpose and outcome,” he added.
For Benrad, the factors that played a part in driving a high engagement rate were a combination of authentic storytelling, the power of partnerships and a compelling prize.
“RCJ and Dilmah partnered with Seven last year when we flew the Sunrise weather team to Sri Lanka for a week of content. This gave the Dilmah brand a boost across several metrics, but this year we elevated it with a richer narrative celebrating Dilmah’s 40th anniversary.
“By producing longer form content and taking viewers behind the scenes of what makes Dilmah such a unique and purpose-driven brand has resonated with viewers.”
The magic of morning TV
Benrad noted that the immediacy of morning TV, partnered with digital amplification and a seamless entry mechanic, was key to a winning formula.
He explained that Seven’s morning shows offered scale, trust, and a loyal audience that aligns with Dilmah’s core demographic.
“The launch announcement and follow-up segments gave us the space to bring the brand’s purpose to life in a way that felt natural and engaging.
“I have to call out the incredible job that producer Rebecca-lee Fenton did. She spent a lot of time researching the Dilmah brand and, along with Louise Cochrane, created some very entertaining, emotional and informative segments.”
Among the informative segments was The Morning Show’s Kylie Gillies content series, which took viewers on a whistle-stop tour of what Sri Lanka has to offer, from bustling markets to picturesque coastlines.
“Storytelling was everything. Kylie’s involvement brought warmth and credibility, and the segments allowed us to go beyond product and into purpose — highlighting Dilmah’s legacy, values, and impact,” Benrad said.
“It wasn’t just about winning a trip; it was about connecting with a brand that stands for something meaningful.”
Measuring and content partnerships evolving
In terms of measuring the entry numbers for commercial impact, RCJ focused on three key metrics: customer acquisition, media value, and purchase intent.
Benrad said: “Every entrant opted in to receive offers from Dilmah’s web shop, giving us tens of thousands of new direct-to-consumer leads.
“As the campaign still has elements that haven’t finished, we don’t have all the data analysed. However, early indicators point to a strong commercial outcome.”
The strong and positive outcome of the partnership highlights a shift in the evolution of integrated TV and content partnerships.
Looking ahead, Benrad said there is a growing shift from transactional media buys to collaborative storytelling.
“Brands want more than eyeballs — they want emotional connection and measurable outcomes. Integrated partnerships like this one allow us to co-create content that delivers both.
“As data and targeting continue to evolve, I expect we’ll see even more personalised, purpose-led campaigns.”
Authentic and commercially effective
Looking ahead, Benrad noted there will be more purpose-led brand activations from RCJ.
“Purpose-led work is not only more meaningful — it performs better,” he said.
“Consumers are looking for brands that stand for something, and we’re committed to helping our clients tell those stories in ways that are both authentic and commercially effective.”
He added that there is more to come from the RCJ team. “We are fortunate and privileged to be in a position to help brands like Dilmah amplify important and purpose-driven campaigns.
“Expect more integrated storytelling, more data-driven targeting, and more work that delivers results.”
Top image: Stephen Benrad