The Campaign

‘One Stage for All’ was a pioneering campaign that completely rejuvenated the aging Vita Lemon Tea (VLT) brand in Hong Kong. VLT is a Ready-to-Drink lemon tea loved by generations for its multi-layered ‘geep’ taste. However, it couldn’t keep up with the shifting preferences of today’s Hong Kong youths – many of them saw VLT as outdated and old. THE IDEA: ONE STAGE FOR ALL – HONG KONG’S FIRST VIRTUAL MUSIC JAM VLT created Hong Kong’s first virtual music jamming experience, for youths to rediscover the drink’s signature multi-layered ‘geep’ taste, by turning its packaging into a virtual stage through Augmented Reality.  By scanning a limited-edition pack, people could enjoy a performance from their favourite musician.  With every new pack scanned, a new musician appeared, harmoniously layering their music on top of others – an innovative experience that replicated the harmonious balance of VLT’s multi-layered ‘geep’ taste.

Creative Execution

CREATING THE “ONE STAGE FOR ALL” MUSIC JAM To prepare for the ‘One Stage for All’ experience, we pulled together a team of tech & audio mixing experts and six musicians of different genres and recorded them playing a music instrument of his / her specialty – We had a canton-pop singer, beatboxer, jazz musician, band musician, keyboard player and female guitarist.     Then we created six variants of special VLT packaging, each representing one of the six musicians.    When consumers used our mobile app to scan the special pack, they would see a 3D version of the musician standing on their pack, performing a song. With every new pack they scanned, a new musician appeared.   The catch - when a group of friends collected all six variants of the special pack and scanned the packs together, they would see a complete music-band of six playing together on the same stage; Despite their different styles, their music layered-on harmoniously, jamming a song in perfect symphony! GETTING PEOPLE TO EXPERIENCE “ONE STAGE FOR ALL” To get conversations started, we launched in-store posters, on-ground & social activations, followed by influencers and a TV spot to support the launch of the app and special packs.    After the first three weeks of launch, our app had already far exceeded our target to become the top 5 most popular apps in Hong Kong and #1 in the Food & Drink category – beating Hong Kong’s popular restaurant recommendation app OpenRice and other big names like Deliveroo and Pizza Hut.   Participants didn’t stop at downloading the app – hundreds of them took photos and videos of their very own ‘One Stage for All’ performance and shared on social media – some even took their special packs to different places to enjoy the ‘concert’ in their unique ways!