The Campaign

Malaysian teens are as digitally savvy as those in any modern country. Malaysia has one of the highest number of Facebook users and bloggers. With the ever-increasing choice of devices and methods to consume content, it has become harder for brands to talk to teens in a meaningful way. This gave Tinge a reason to create a platform which gave teens the freedom to suggest what they wanted to see and created it for them.

Results

Spritzer had moderate success with Tinge, a flavoured mineral water. Our task was to relaunch Tinge and create an emotional connect with teens. Tinge is not an ordinary mineral water. Due to it's flavouring, our strategy was to position it as water with a spin, which gave birth to a bigger platform – Spin TV; an online channel and a mobile app with videos with a spin, inspired by twisted stories submitted by our audience. After they watched the first video about Richard, they were asked to give suggestions for the next video. They could send their entries via the Tinge mobile app, Facebook and Twitter. With a small film crew, we created 9 more episodes that ran each week over the following months.

QR codes on Tinge bottles, a Facebook and mobile app, radio and point of sale led our audience to a 3-minute video about Richard, a teenaged boy whose life was full of twists and turns. It was the first of the 10 videos inspired by the twisted stories submitted by the audience.

The Tinge Facebook page registered close to 40,000 fans. The average time spent on the online channel was 11.3 minutes, with 96.95% of visitors being Facebook and Twitter users. Spin TV has become a platform for teens to be entertained. It’s now a way for Tinge to create new entertainment with a spin.