Viu flexes content line up in massive campaign just as Disney+ lands in HK

As one of the leading streaming platforms in Hong Kong, Viu is flexing it content muscle through a campaign showcasing its premium Asian Content. The campaign comes to light just as Disney+ kicks off operation in Hong Kong today.

Positioning itself as a premium Asian content hub, Viu has launched a 60-second video starring influencer Jessica with a punchy theme song that offers a new take on an old classic inspired by the freewheeling improvisational style of super-hip rap duo MC $oho & KidNey.  In the video, Jessica is being surprised at home by a tall, dapper man who leads her through a fantastical world of shifting film sets, dreamy-eyed oppa (brother in Korean), samurai sword-wielding gangsters and assorted larger-than-life characters. The video ends with a tagline “Binge on an endless stream of premium Asian content!” (劇力任你轟) to remind the audience that Viu is their go-to platform for indulging in spectacular Asian entertainment.

https://www.facebook.com/viuhongkong/posts/4495273327220674

For maximum exposure, the launch video will be sustained by a number of shorter spots. Meanwhile, the company is also rolling out OOH and online ads to further reach out to the public. The ad can also be seen plastered across high-traffic OOH screens, including the giant screen on the exterior of SOGO which will be live on 19 November. Meanwhile the company has been showcasing its ads across major outdoor screens in the city at Tsim Sha Tsui and cinemas. Social platforms such as YouTube, Facebook and Instagram are also being leveraged to maximise exposure. 

The campaign will run all the way until the end of the first week of December.

The campaign was rolled out right ahead of the launch of Disney+ in Hong Kong where audiences can access a wide selection of films and episodes of content from Disney, Pixar, Marvel, Star Wars, National Geographic and Star, which includes a growing stable of local and regional content.

To celebrate the official launch. Hong Kong Disneyland Resort will host the opening ceremony of Disney+ at 9pm 16 November. Commerical Radio Hong Kong DJs Sammy Leung and Josephine Ng will host the ceremony, while singers Kay Tse and Ronald Cheng will perform classic theme songs of Disney movies. 

Disney announced its plans to grow its subscribers through expansion of Disney+ into Hong Kong earlier this year, and also ceased the operations of majority of its TV channels in Hong Kong in a bid to focus on and grow its streaming services. Quoting The Walt Disney Company, Channel NewsAsia reported that the consolidation of its media networks business is part of the company's "global effort to pivot towards a direct-to-consumer-first model and further grow" its streaming services.

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