Viu Singapore
Again My Life
Creative Direction | Art Direction | Social Media Content Ideation and Creation| Video Ideation, Creation & Production
THE BRIEF
To launch the Viu Original TV series Again My Life. The story: A hot-blooded prosecutor is murdered when he gets entangled in an investigation around a corrupt politician. He gets sent back in time to when he was 18 years old, and he prepares to take down his enemy. So how do we bring this experience to our audience and get them excited?
THE IDEA
What if you could travel back in time? We made it happen right here in Singapore! From a premiere night at Zouk to an experiential Time Travel Booth to AR filters and digital amplification, we enabled fans to experience time travel via an immersive multi-sensory experience.
Activation
We made the bold move to drop our logo completely with a prank at Waterway Point. We created our very own Time Machine with cutting-edge Neuromeka Cobot Robotic Arm and an Aging Reversal AR Filter, under the disguise of taking a glambot video of your own just like Brad Pitt in the Oscars. The end result? Instead of a glambot video of your current self, fans time travelled and received a video of their younger self!
AR Filter Contest
We gamified Time Travel by creating an AR Filter that transports users from their room to a virtual world where they could look for clues in a dilapidated room, just like Lee Joon Gi in the show! We pittied top content creators SGAG and The Smart Local against each other, and made them challenge their fans to beat their scores.
Amplification on Social Media
We continued to make Time Travel the talk of the town by creating a randomiser filter with hilarious scenarios you might find yourself in if you time travelled back to 1997. We also created various social media posts to keep our audience engaged and excited for the upcoming drama series.
The Results
- 314,919 video views in the 1st 3 weeks, making it the best ever showing Viu Original drama in Viu Singapore's history
- 48% increase in new paid Viu Premium subscriptions and 58% increase in ad revenue from free users
- PR Reach of over 4,000,000 people
- Organic coverage of "Again My Life" on radio station Kiss92
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- 3 Golds, 2 Silvers for Marketing Excellence Awards 2022
- 4 Golds, 4 Silvers, 2 Bronzes for Loyalty & Engagement Awards 2022
- Event Marketer of the Year, 6 Golds, 3 Silvers, 1 Bronze for Marketing Events Awards 2022