Heaven & Earth Launches #CalmComebacks

Heaven and Earth and Host Singapore have launched “#CalmComebacks”, a digital campaign aimed to help young Singaporeans survive the many stressful questions they may encounter from overly inquisitive relatives during Chinese New Year. While well-intentioned, these questions, ranging from salary, career, social status to looks, often place young Singaporeans in a difficult situation, with most unable to come up with a reply. This Chinese New Year, they will be able to tap on the witty tips from #CalmComebacks, a Facebook app designed to arm users with smart and instant responses to these tricky questions. 

Launched 19 January 2014 on the Heaven and Earth Facebook page, the campaign kicked off with humorous film content co-created with Singapore YouTube stars – Night Owl Cinematics. The film shows real-life festive season scenarios and provides practical as well as tongue-in-cheek tips to counter common questions such as “Eh girl, why skirt so short?”, “Why not married yet eh?” and “How come don’t have baby yet?”.

The launch film, supported by paid digital media, drives users to the #CalmComebacks Facebook app at the Heaven and Earth Facebook page, where all the calming content is housed. Fans will be able to receive and share helpful tips from six categories: Marriage, Career, Relationship, Children, Appearance and School. In addition, there is an instant response section where users can ask Heaven and Earth® for witty answers to specific questions they are facing.

Andrew Jeffrey, Marketing Manager, Coca-Cola said, “We wanted to create a campaign based on rich insights that our customers can relate to. We all know how stressful this time of year can be for young Singaporeans. The Heaven and Earth mission is to help people Stay Calm and Keep Going. The Facebook App not only acts as a useful survival tool during CNY, it also entertains users along the way.”

Dan Gibson, Managing Director of Host Singapore commented, “This is Branded Content at its purest. We're building on the brand's Stay Calm and Keep Going platform in a way that's both entertaining and useful to our consumers.”

As at 24 January 2014, the video has garnered a total of 88,230 views and 2385 likes on YouTube with 503 shares on social media channels. The app has since received a total of 1009 visits, of which 918 came from people living in Singapore.

Get your own tips and view the content at https://apps.facebook.com/calmcomebacks

Credits

Production: Night Owl Cinematics 

ECD: Noah Regan

Digital Art Director: Andrea Limjoco 

Copywriter: Vanessa Heng

Media: MediaCom

Account Director: Amber Martin

Clients: Yvette Lim, Lindene Cleary, Tiffany Goh, Shukrita Puri