Vita Lemon Tea turns package into AR music arena

BBDO Hong Kong has helped Vitasoy International Holdings Limited launch a brand campaign for its 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 coverage on-ground and in-store, and utilises digital as the key hub for the campaign.https://www.youtube.com/watch?v=bjI4v0UUoNQ&feature=youtu.beOne 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 Hong Kong’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.https://www.youtube.com/watch?v=LOTXN7ifU4U&feature=youtu.behttps://www.youtube.com/watch?v=RhEpr4Ilfh4Collaborating 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.The campaign marks a fundamental gear-change for the brand, as Andrew Li, marketing director for Vitasoy International Holdings put 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."“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,” added Frankie Luk, executive creative director of BBDO Hong Kong.CreditsManaging director: JC Catibog General manager: Jason King Head of planning: Owen Smith Head of client dervices: Michael Bantigue Executive creative director: Frankie Luk Associate creative director: Clara Ho Senior art director: Kevin Cheung, Teri Ng Art director: Vince Cheung Copywriter: Agnes Ho Group account director: Valerie Au Young Associate account director: Jacqueline Yu Account manager: Maria Bien Account executive: Jasmine Shum Senior strategic planner: Naomi Lam Producer: Jenny Lee AR production: Imagination Asia Ltd Music production: Click Music Ltd Audio mixer: ‘Veegay’ Veronica Lee Video production: Benana photography