The Campaign

The idea: “2-second Riddle Trailer” Hong Kong people grow up with dramas and movies being part of our daily conversation, with some big ones hitting to the Hollywood screens. To get into people’s dialogues, we made use of dramas and movies, which Now TV owns the largest library of exclusive content, to create a game that stir up conversations in the social media. We turned movies and dramas into short riddles, and release one each day on Now TV’s Facebook for the next 30 days, where anyone can join and be engaged instantly.

The Brief

This case demonstrates that with minimal advertising budget and limited channel, we can engage with people within a short time. With only 10% advertising budget vs. competitors and by employing only one channel, all of a sudden we got people talking about the brand for 30 days. - Overall budget: US$ 21,800 (refer to cost breakdown below): - Production: US$ 7,700 - Media placement: US$ 14,100

Creative Execution

We first launched a promotional online video to announce the game and mechanic, then every day for 30 days, people are asked to solve a riddle that describes a movie or drama on Now TV Facebook. - Each day at 1pm, a riddle is released on Now TV’s Facebook. - A winner of the day, first come first served, is rewarded with a free 1-year contract with Now TV. - For those who got all answers right consecutively for 30 days, they can participate in a lucky draw where the winner will be entitled to a free 10-year Now TV contract.

Describe the success of the promotion with both client and consumer including some quantifiable results

Successfully get people talking about the 15-year old brand every day for one whole month! - Total 28,800 likes, 5700 comments of which 81% were organic responses. - Highest engagement ever within Now TV social media promotion, engagement rate at 4.11% (vs. 0.5% norm). - People were very eager to wait for the daily riddle, with almost 70% of people answering within the first hour. - Recruited 10 times more fans than normal: 1.73% fans increment (vs. 0.18% norm), equivalent to 1,849 fans in 30 days.

Explain why the method of promotion was most relevant to the product or service

Now TV, the biggest and longest Internet pay TV service providers in Hong Kong, is losing brand relevance and salience. This case demonstrates how a brand can engage with people again, with minimal budget, in just 30 days, solely using one touch-point channel.

Competitors usually bombard people with ads of grand production budget, using multi-channels. We wanted to do it in an inviting, interactive and engaging way. With only minimal budget of US$21,000 (production and media inclusive), we need to find an efficient and powerful way to engage with people. Instead of spreading the eggs thin, we focused on one channel – driving the word of keyboard more than the word of mouth – Facebook. Although most people use Facebook, the average time they spend on each post is only 2 seconds. As we do not have lavish media to bombard them, we come up with a game that requires people to keep coming back every day – solving riddles. 30 movies and dramas in 60 seconds! By solving the riddle, people would also get to know the depth and width of Now TV’s content library.