LIE DETECTOR

TitleLIE DETECTOR
BrandCOCA-COLA SINGAPORE
Product / ServiceHEAVEN & EARTH
EntrantEURO RSCG SINGAPORE, SINGAPORE
Entrant Company:EURO RSCG SINGAPORE, SINGAPORE
Advertising Agency:EURO RSCG SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Victor Ng Euro Rscg Singapore Executive Creative Director
Loh Wei Cheng Euro Rscg Singapore Art Director
Yvonne Chai Euro Rscg Singapore Copywriter
Wong Wai Ling Euro Rscg Singapore Copywriter
Samantha Van Iddekinge Euro Rscg Singapore Account Supervisor
Siti Arbaiya Ibrahim Euro Rscg Singapore Account Manager
Prapaipak Wonghieng Coca-cola Singapore Advertiser's Supervisor
Rommel Fuentabella Coca-cola Singapore Advertiser's Supervisor
Elaine Lee Euro Rscg Singapore Producer
Vhq Production House

The Campaign

Heaven & Earth had an existing contract with local actor Pierre Png. But trial of the green tea was still low. Research showed that consumers liked the taste of Heaven & Earth green tea once they tried it. However, many were resistant to even picking it up because they just didn’t buy into celebrity endorsements. How then did we overcome the skepticism?

Success of the Campaign

10,000 cans were snapped up in 3 hours, as Singaporeans waited in long lines to try Heaven & Earth green tea. Word of mouth and online hype was generated. Heaven & Earth didn’t just get the thumbs-up from a celebrity, but also the man on the street. And people really believed it.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Rather than getting the actor to act, we got him to tell the truth instead. A lie detector booth was set up in the city. Under the watchful eyes of a certified polygraph examiner, Pierre took the test and was interrogated about the taste of the green tea. A radio DJ was also present to report the ‘live’ findings back to the broadcast station. The public was then invited to take the hot seat themselves. The true responses were edited into radio and TV spots.