LINK has partnered with ViuTV on a series of reality TV-style TVCs to put the benefits of LINKās park & dine app to the test.
Reminiscent of US TV series and reality game show The Amazing Race, the campaign was created by DDB Group Hong Kong that stars actress Christine Ng (ä¼č© č) and composer/ musician Andrew Lam (ęęé©) as an odd couple with conflicting personalities. Comedy ensues as the unlikely pair tries to navigate everyday situations including parking, dining and shopping.
Leveraging on the popularity of ViuTV programmes, DDB Group Hong Kong executive creative director Clifford Ng said the campaign consolidates a creative collaboration with the power of media to maximise the viral effect.
The reality show positions LINKās park & dine app as the ultimate companion offering benefits to customers with diverse needs, including a dining and shopping directory, real time parking information and guided navigation, free parking with MTR park & ride, a āfind my carā function, reviews from over 1,200 restaurants, anĀ e-queuing service for select restaurants and free Wi-Fi for up to 60 minutes.
The campaign is supported online, across social media, through key opinion leaders, in print and in-store.
An event arranged by DDB Group Hong Kongās PR and activation arm DDB LIVE further extends the campaignās reach across every possible touch point.
“The success of an app is rooted in a good understanding of customersā needs and the problem it solves. With smartphones becoming increasingly entrenched in consumersā daily lives, it is imperative that our app and communications are engaging, and we believe the reality TV concept achieves that,” said Hilda Wong, head of customer experience management at LINK.