For some youths, not everything related to Chinese New Year is happy, think of those awkward moments when you are asked about your salary or relationship status.
Heaven and Earth® and Host Singapore have launched a digital campaign around it titled “#CalmComebacks”, to help young Singaporeans survive the many such stressful questions they may encounter.
This Chinese New Year, youths will be able to tap on the witty tips from#CalmComebacks, a Facebook app designed to arm users with smart and instant responses to the tricky questions.
Launched on 19 January 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.
See the video here.
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.”
At the time of writing the the video had garnered a total of 109,788 views and 2588 likes onYouTube with 503 shares on social media channels. As at 24 January, the app had 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
Production: Night Owl Cinematics
ECD: Noah Regan
Digital Art Director: Andrea Limjoco
Copywriter: Vanessa Heng
Account Director: Amber Martin
Clients: Yvette Lim, Lindene Cleary, Tiffany Goh, Shukrita Puri