Creative Execution

Observing a hot social media rumour about an affair of two celebrities, we decided to build an online video around these 2 celebrities to leverage their popularity and social media attention. We used online influencers, PR to tease about the video before launching and made online users discuss about the truth behind the affair of the couple. After one week of teasing, we launched the online video on TV, cinemas, in-door LCD, created more PR, executed influencer sharing, and Beetalk facebook posts to create massive awareness. The campaign later was sustained with Bus-station billboards, additional online content, and OOH.

The clip went viral after a few weeks and gain more than 600.000 views on Beetalk's Youtube channel, creating huge awareness around the power of Flip function that Beetalk offers, which is uniquely fun comparing to its competitor Zalo. Daily downloads doubled to an average of 10,000 downloads per day. From 200.000 users, Beetalk exceeded its target of recruiting an additional 200.000 more in 2 months, by reaching 1.7 millions users in 4 months.

Beetalk, a mobile social media application, wanted to recruit more users to compete with local competitor Zalo which dominates the market. Beetalk wants to leverage its new function "Flip", which allow users to like each other anonymously and get informed only when they have a match. Beetalk targets teenagers and young adults, from 15 - 25 years old who normally have a fantasy about a romantic date with their dreaming guy/girl. However, they also have fear that such a person might not exist. Observing the simplicity of the function "Flip", which can possibly lead to countless romantic scenarios, we wanted to create a story that starts with the ending to trigger users to question how the story started, which will be eventually revealed by an action of using the "Flip" function. The campaign message is delivered as "Find someone special with Beetalk".