Viu SG goes all out with Orchard ice cream uncle and 'time travel' initiatives

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PCCW's over-the-top (OTT) video streaming service Viu Singapore is going all out for the launch of its original Korean drama Again My Life, including handing out free ice cream and giving consumers a chance to "travel back in time". The slew of campaigns aim to ramp up hype for the show by immersing fans in the world of Again My Life.

The campaign kicks off with an exclusive watch party at Zouk on the show's premiere tonight. In addition to watching the first episode of Again My Life together, fans of the show and lead actor Lee Joon-gi alike can indulge in photo opportunities, trivia, and goodie bag giveaways. According to Viu, registration was carried out on a first come first served basis and the event was fully subscribed in a week, with over 200 registered guests. Meanwhile, Viu will launch a "Lee Joon-gi birthday ice cream giveaway" on 17 April for fans to celebrate the actor's birthday with free mint chocolate chip ice cream. Fans simply have to visit the ice cream cart at 313 Somerset Orchard and flash the Viu app on their mobile devices to redeem their ice cream.

Additionally, fans can "travel back in time", just like Lee does in the show, with Viu's "Time Bolt" activation. The activation will launch on 18 April at Waterway Point, and will allow users to see their younger selves again at the click of a button. At the same time, in line with the time travel and crime themes of the show, Viu will launch an AR filter contest on its Facebook and Instagram channels, showcasing a crime scene from the past. The top three players per week to spot the five pieces of “evidence” in the shortest amount of time will stand a chance to win and SG$100 Shopee voucher each.

Viu Singapore will also launch a month-long integrated campaign supported by themed social media postings on Facebook and Instagram, display and social advertisements, influencer engagement, content strategy, and OOH single-decker big top bus advertisements to engage with consumers through various touchpoints across different channels.

Cheryl Lim, head of brand, marketing and communications, Viu Singapore, said that it sees every activation as a touchpoint for us to give "Viu-ers" an escape from their daily grind and into the world of Again My Life. “Again My Life is a highly anticipated Viu Original Korean drama series and the themes of the show bring together a range of genres in a way that audiences might not have seen before. You have the mystery of time travel, the thrill of crimes, and the horror of murders. We wanted to create a series of different activations that would bring to life memorable elements from the show so that it will be immersive and fun for fans and the public alike," she added.

Again My Life, a fantasy crime thriller based on a popular webtoon and novel of the same title, revolves around the life of "K", played by Lee, a righteous and hot-blooded prosecutor who has no qualms about standing against corruption and tyranny. His investigations eventually led him to be brutally murdered, but the grim reaper offers him another chance at overthrowing his powerful adversaries. K resurrects as his younger self where he gets to relive his life, with the knowledge of the future to solve old crimes and exact revenge on his enemy.

Separately, Viu Singapore appointed Ken Ling as its digital marketing director last November. He was formerly head of digital at The Esplanade. Ling currently leads and manages the digital growth strategy and customer lifecycle marketing for Viu Singapore, reporting directly to Lim. According to Viu's spokesperson then, Ling's in-depth marketing experience and a passion for digital technologies makes him well poised to drive all digital marketing efforts to achieve Viu’s business objectives.

Meanwhile, Viu Singapore launched a trivia game in February, Viu to Win, with prizes up for grabs for players. Held until 16 March 2022, the trivia featured 25 questions based on Viu shows across genres – action thriller, comedy, fantasy, horror, romance dramas, movies and variety shows. Through the trivia, Viu Singapore aimed to showcase the breadth and depth of its shows and genres, drive engagement among the Viu community, and increase talkability and video views for the platform, Lim told MARKETING-INTERACTIVE then. "With Viu to Win, we are rewarding our fans and anyone who enjoys watching our shows with a very fun and simple game. Engagement with our Viu-ers is a key priority for us, and this game allows us to showcase our breadth and depth of titles and genres in a fun and rewarding way," she said.