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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.

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 Hong Kong’s first AR music jam on a stage they are all familiar with – the VLT pack.

VLT

By scanning limited edition packs of VLT, users can uncover different performances from their favourite musicians, from solo renditions to group harmonies.

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.

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.

Credits

Managing 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

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