| Title | SPIN THE STORY |
| Brand | SPRITZER |
| Product / Service | TINGE |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
| Entrant Company: | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
| DM/Advertising Agency: | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Ng Heok Seong | Lowe Malaysia | Executive Creative Director |
| Brandie Tan | Lowe Malaysia | Art Director/Executive Creative Director |
| Ezra Foo | Lowe Malaysia | Writer |
| Melvin Jacob John | Lowe Malaysia | Writer |
| Raman Signh Gulati | Lowe Malaysia | Writer |
| Kevin Sim | Lowe Malaysia | Art Director |
| Gelo Lico | Lowe Malaysia | Art Director |
| Noelle Goh | Lowe Malaysia | Agency Producer |
| Bee Lin Ong | Lowe Malaysia | General Manager |
| Zachery Mohdlnri | Lowe Malaysia | Engagement Manager |
| Cindy Quek | Lowe Malaysia | Account Manager |
| Jennifer Lim | Lowe Malaysia | Designer |
| Faras Adanan | Lowe Malaysia | Designer |
| Anirban Ganguly | Lowe Malaysia | Strategic Planning Director |
| Sailesh Wadhwa | Lowe Malaysia | Strategic Planning Director |
| Darrel Chia Chee | Commonist | Writer/Director |
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. Since it’s flavoured, our strategy was to position it as water with a spin, which gave birth to a bigger platform - entertainment with a spin.
Tinge is flavoured mineral water. In other words, water with a spin. Spin TV is entertainment with a spin, which gave a platform to teens to express themselves. For the first time, they could contribute to the making of a video and get rewarded emotionally with a sense of pride, and great prizes too.
Introducing Spin TV. An online channel and a mobile app with videos with a spin, inspired by twisted stories submitted by our audience. 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. At the end of it, they were asked to give suggestions for the next video. With a small film crew, we created 9 more episodes that ran each week over the following months.
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.