The Brief

The task was to relaunch Tinge, a flavoured mineral water and create an emotional connect with teens. Since it’s flavoured, we positioned Tinge as water with a spin. And created Spin TV. An online channel and a mobile app with videos with a spin, inspired by twisted stories submitted by our audience. Their stories not only turned into our next video, but won cool prizes too.

Describe how the promotion developed from concept to implementation

We engaged our audience by asking them to give their twisted stories for our videos. 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 tell us what happens next. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.