The Campaign

HK Millennials were frustrated by the city’s unbearable cost of living and a lack of opportunity to move up the social ladder. Doubters even defied their parent’s formula to success – “work hard to step up”. Yet their attitude was perceived “non-productive” by the older generation, who infamously labels them as “rubbish teen” (incapable teenager, ??), “keyboard fighter” (only dare to speak online but no action, ????) plus many other notorious tags. Sarcastically, the millennials embraced these negative stereotypes as their unique identity and proud to be “the generation of rubbish teens”, symbolizing a generation who fight for their dreams and belief, not wealth and power. B’lue, with our brand promise to enable youths to “Feel Fully Alive”, find this attitude a perfect match with our brand.

Creative Execution

We unearthed stories best manifest “Rubbish Teens” attitude yet realize their way of living: Jasmine-Tse (unorthodox illustrator), Lyson-Sze (freelance street performer) and Blue-Godzi (online writer). Unveiling their journey, we portrayed a new path of living, and made a big statement for youth to embrace their beliefs. With social feeds, we drove them to our digital platform to make their statement. We identified stereotypes like “rubbish-teens”, “geek” and “keyboard-fighters”. Youths pick stereotypes best represented themselves, with photo to create a customized bottle of B’lue which they could pick up at our sampling roadshows. They could also share their creation on social media and proudly declare the generation they belong to! Further amplifying the voice, we spread the message via micro-influencers, who aren't major KOLs but brave advocates among peers. Well supported by opinion leaders and authentic voices, we created a digital protest for those dare to stand by their beliefs!

The youth love it. The campaign instantly spread rapidly and become top trending topic across the younger generation. (With less than USD 47K media dollar), we accomplished striking results: - 3 inspirational stories reached over 1,500,000 people - Story videos watched 2,600,000+ times, more than 40% is driven by organic sharing, 4 times higher than industry average - CPV = HK$0.14, 68% Lower than industry average - Facebook engagement rate as high as 27% vs industry benchmark of 15% - CPM = HK$27, 30% Lower than industry average - Facebook Page Like +408% against previous period And our idea is proven striking the chord of millennials with remarkable participation: - 2,000+ youngsters make their statement to the world - 26 cultural stereotypes proudly embraced by millennials Furthermost, we started the conversation and HK Millennials start inspiring each other.

We leverage on social media and outdoor media to create a digital protest for those dare to stand by their beliefs!

Insights, Strategy and the Idea

“I am (rubbish teens), so what!” is a digital protest which embolden millennials to be true to their beliefs and declare who they really are with the help of different stereotypes. The idea rolled out strategically: 1. PROVE MILLENNIALS COULD DEFY NORMS by unearthing unique stories of those who stood firm against allegations and achieved the “success” they believe in, resonating HK millennials. 2. IGNITE THE WORLD OF MILLENNIALS by empowering teenagers to take the cultural stereotypes and customize their own statements like “I am rubbish teens, SO WHAT? I feel fully alive!” to reclaim autonomy of their own life. 3. AMPLIFY YOUTH’S VOICE by social media with the help of micro-influencers, forming a generation protest in the virtual world. Together, B’lue and millennials made a joint-statement to the world, proudly. As they speak for themselves, we gained their advocacy as their comrade!