Lowe Malaysia creates country’s first crowd-sourced web TV series, for Spritzer brand
Lowe Malaysia has created the country’s first web TV series using viewer participation for its inspiration. “Spin TV” is a 10 part series for Spritzer’s new flavoured mineral water product Tinge.
Aimed at fortifying the brand’s market position with Malaysian teens, the campaign capitalizes on the new positioning Tinge: the water with an unexpected twist.
Spin TV focuses on the life of teenager Richard Tan and his bizarre and funny life full of twists and turns. Each week Spin TV encourages viewers to inspire the directors to script and shoot ‘what happens next’ in Richard’s life, and win prizes.
Mazuin Zin, Managing Director, Lowe Malaysia explains: “The idea stems from the fact that Malaysian teenagers lead the global pack in terms of online content generation. Teenagers love to share stuff socially that is unexpected, outrageous and often considered downright absurd/edgy. Our new positioning for Tinge gave us the ideal springboard to script an online engagement program that promised Malaysian teens social entertainment that is full of twists and turns. And the Tinge bottle became their pass to this twisted world of social entertainment.”
To watch the series, the public can either directly scan the QR code when they purchase a bottle of Tinge, or visit the Tinge Facebook page to download the movie app, and then tune into the series.
In such a cluttered category, and at a time when fighting for shelf space and share of the ‘last mile’ in the customer purchaser journey is so challenging, the brand needed a solution that made people reach out for the product. This campaign makes the core target – the Malaysian teenager – do just that.
The success of the series can be seen by the chatter it has generated, with viewers sharing and airing their views about the character, the storylines (and with it about Tinge as well), amongst their respective social networks.
Credits:
ECDs: Ng Heok Seong and Brandie Tan
Writers: Ezra Foo, Melvin Jacob John and Raman Singh Gulati
Art Directors: Kevin Sim and Gelo Lico
Agency Producer: Noelle Goh
General Manager: Bee Lin Ong
Engagement Manager: Zachery Mohdlnri
Account Manager: Cindy Quek
Designers: Jennifer Lim and Faras Adanan
Strategic Planning Directors: Anirban Ganguly and Sailesh Wadhwa
Production House: Commonist
Director: Darrel Chia Chee
2 Comments
Seems to have Lowe players old and new in there. Good effort.
Nice! it’s really interesting how much you can play with viral videos! 😀