The Campaign

We partnered with local telco to come up with drama sponsorships on the various popular drama channels, be it Korean drama, or Hong Kong dramas. Banner ads were served before programme, in programme spots and end programme spots to remind users to take a break with BRAND’S® Berry Essence, and also to build awareness for the product itself. Promotion mechanics to drive call-to-action were reinforced at the end of the drama to increase purchase intent amongst our users. To engage the users and involve their active participation, 300 data plans and 5 mobile handsets were included in giveaway contest which they stand a chance to win if they spend at least S$25 on BRAND’S® Berry Essence products.

Creative Execution

Bartering with one of Singapore’s leading telecommunications providers, we traded drama sponsorships for 300 data plans that offered unlimited entertainment and streaming. Knowing that our ‘videoholics’ would be catching up on their dramas and live shows, BRAND’S® offered them the chance to stream for free if they took care of their eyes (on every purchase of $25 BBE)! BRAND’S® also announced this promotion on our packs instore. Our telco partner additionally offered to ‘boost’ the joint promotion by giving away 5 mobile headsets. In between commercial breaks and at the end of programs/episodes, just when their eyes started to feel strained, BRAND’S® reminded them to give them a boost with BBE! Building strong association between BBE & eye care, we extended these eye care tips to video platforms and websites, programmatically optimizing our reach across multiple screens. BRAND’S® leveraged the telco's roadshows at various shopping malls to drive sampling.

Overall, BRAND’S® Berry Essence achieved a phenomenal growth of 18% in Supermarket/Hypermarket (SM/HM) in value compared to the same last year (Sep-Oct 2015) and sustained across the year with +6.5% YOY sales value.

In this campaign, we actually reached out to our millennials in Singapore, who are mostly videoholics, or even young adults who are always using their phone no matter where they go everyday. BRAND’S® actually do not stop them from watching, but we did wanted to give them an interim boost for their eyes while they are watching videos or using their mobiles.This then associate Berry Essence in their daily life to remind the users to take a break while watching videos online. Also, BRAND’S® had a call-to-action to allow consumers to participate and increase trial consumption for Berry Essence.

Insights, Strategy and the Idea

Nevertheless, notoriously hard to engage, they were the ‘videoholics’ who spent an average of 3.5 hours or more watching videos or TV online, and a total of 12 hours on digital devices! Instead of deterring our videoholics from their mobile/tablet usage, BRAND’S® decided to position Berry Essence as interim boost. As local telecos were planning to charge higher for data plans, BRAND’S® then enabled binge-watching by positioning Berry Essence as a fuel for millennials’ multiscreen usage. To be remembered as ‘a boost for eyes’, our idea was to offer ‘a boost for data’ within their daily screen time! As millennials indulged themselves in drama marathons, BRAND’S®would offer them the chance to stream for free, just by purchasing S$25 worth of Berry Essence. Promotion mechanics and awareness are then reinforced after drama spots to drive call-to-action within our users.