The Campaign

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.  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 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.    By scanning a special pack, people could enjoy a performance from one of our musicians.  With every new pack they scanned, a new musician appeared, harmoniously layering their music on top of others – an innovative experience replicating the harmonious-balance of VLT’s multi-layered ‘geep’ taste.

Creative Execution

To get the conversation started, we first launched in-store posters and a TVC to announce the launch of the ‘One Stage for All’ app and VLT special packs. Soon after, people became aware of our new launch and momentum was built, where we then supported the campaign with on ground and social activation and online influencers partnership to sustain conversation. After the first three weeks of launch, our app had far exceeded our target to become the top 5 most popular apps in Hong Kong and #1 in the Food & Drink category - beating the 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! 

‘One Stage for All’ far exceeded our expectations: PEOPLE PAID ATTENTION TO VLT again • More than 5 million people reached, equivalent to 70% of Hong Kong’s population. • 5,300 people shared our content online – helping us reach 10% more than our media budget could afford THEY PARTICIPATED MORE THAN WE THOUGHT • 12,000+ downloads of ‘One Stage for All’ app – it became #1 in food & drink category on app store, beating big names like Pizza Hut and Deliveroo; Top 5 among ALL free apps in Hong Kong during campaign period • CTR reached 0.43% – 355% higher than Hong Kong’s average of 0.12% MORE IMPORTANTLY, THEY BOUGHT MORE VLT • 220% volume-growth, reversing a 3-year decline to record growth of 4.8% • Due to the popularity of campaign, trade merchants requested 23% more VLT special packs to be shipped to store

Our target was Hong Kong youths aged 18 – 27.   Youths in Hong Kong are constantly on the lookout for unique experiences beyond the beaten path: from big concerts to small music gigs, from watching to experiencing, from learning to immersing.  In fact, 69% of Millennials in Hong Kong claimed that they would buy more from a brand who understands their preference and provide them with unique communications and experiences. [Source: ICLP Hong Kong Millennials Survey] Unexpected experiences with surprising mashups and cross-overs have become a trend – rock music gigs inside an old factory building, art jamming with dessert, running x beer race Inspired by the desire for these unique experiences in Hong Kong, we understood we needed to find a surprising and exciting ‘mashup’ to can get youths to experience VLT’s multi-layered ‘geep’ taste in a new way.