Limited edition packs of the tea show AR performances from local musicians when scanned
BBDO Hong Kong has helped Vitasoy International Holdings Limited launch a breakthrough brand campaign for Vita Lemon Tea (VLT), which will run across TV, print and digital, leveraging creative technology to write an exciting new chapter for the revered 40-year-old brand.
Drawing from the insight that VLT’s multi-layered ‘Geep’ (bittersweet) taste is universally loved by the people of Hong Kong, BBDO Hong Kong created a highly engaging TV spot, created by different people using VLT ingredients as a component to the music.
The campaign includes comprehensive coverage on-ground and in-store, and utilises digital as the key hub for the campaign.
One of the key elements of this campaign is a VLT app that allows consumers to fully appreciate the complex layers of VLT’s taste, through the world’s first AR music jam on a stage they are all familiar with – the VLT pack.
By scanning limited edition packs of VLT, users can uncover different performances from their favourite musicians, from solo renditions to group harmonies. Mix and match up to 6 different pack designs for the ultimate jam!
Collaborating with renowned local musicians, video production and tech development teams, the app seeks to provide users with a completely new way to experience VLT that incorporates the excitement of instant music jamming.
“We constantly explore new means for our clients to better connect with their target audience. Consumers nowadays are looking for innovative ways to engage with brands that understand their needs. We are grateful that Vita VLT gave us this exciting opportunity.” says Frankie Luk, Executive Creative Director of BBDO Hong Kong.
The campaign marks a fundamental gear-change for the brand, as Andrew Li, Marketing Director for Vitasoy International Holdings puts it, “This is a huge step for us in modernizing the VLT brand and much of it was down to how we could connect deeper with young consumers today and bring them closer together, building platforms for them to engage with us and explore their creativity. By providing ‘Geep’ with a new meaning and relevance, it spells exciting times for us moving forward. Watch this space!”