Vita sparkling tea engages younger audience with interactive campaign

Vita has unveiled a CGI video and a giant sampling truck to build awareness of its sparkling tea range, as well as engaging with consumers through interactive games.

Done in partnership with creative agency T.Y.A HK and media agency Carat, the campaign includes a CGI video featuring lemons bursting out from an out-of-home ad at one of the bus shelters in Hong Kong, spreading fruit scents across the city. 

Also known as "Triple-layered enjoyment", the campaign also aims to depict the refreshing and fruit fragrance from Vita's sparkling tea range, offering a refreshing feeling to consumers. The video is launched across social platforms such as Instagram, running from 14 July until 30 August. 

Apart from the CGI video, the campaign also launched an out-of-home placement at bus shelters across Hong Kong with interactive games to encourage consumer engagement with the brand. 

Targeting youngsters aged between 15 and 24, the campaign aims to generate social talkability and drive consumers’ interactions with the brand via disruptive and interactive out-of-home, and amplify the campaign with digital and social media.

To amplify the campaign, Vita has also turned various bus stops into "Vita sparkling tea challenge station" to reach a wider audience. From now until 21 August, visitors at designated bus stops in Tsim Sha Tsui, Mong Kok and Causeway Bay, can check in with the gigantic 3D Vita sparkling tea installation. Participants who successfully drop a ring onto one of the glass sticks will get a free can of Vita sparkling tea.

To further engage consumers, a gigantic yellow Vita sparkling tea truck will also run across Hong Kong streets such as Central pier and Repulse Bay throughout August, engaging consumers with interactive games and sparkling tea distribution. 

Furthermore, Vita also partnered with various Japanese restaurants to offer free products to consumers, including Aburi-EN, Tamago-EN, Bari Bari Steak​, GOGO Teppan​, Tonkatsu Enbiton and Tempura Makino. 

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