An online-based campaign to promote the Tiger Asian Music Festival 2010 where users guess the song titles of various Asian pop songs through fun videos like these where the singer is not the native speaker of the language or familiar with the song.
Users view the videos and guess the songs each week to win free passes to the Tiger Asian Music Fest on the Tiger beer website.
The Brief:
To promote the first of Tiger beer's annual music festival event featuring various pop artistes from Hong Kong, Taiwan and Korea.
How did we get here:
Celebrity-featured variety game shows are a popular thing amongst the Chinese-based target audience.
This game in particular is a familiar segment in Hong Kong's Super Trio game show.
Therefore we brought an entertainment activity that the audience can take part and enjoy in, while earning them a place in the actual on-ground festival.
Thereby, creating hype for the event, introducing the artistes without the need for copyrighted content, and engage the right target audience with entertainment cues that they're in tune with.
Bringing the celebrity variety game show segment that is popular and familiar with the Chinese-based target audience.
What did I do:
Coming up with the thought behind it and over-seeing the shoot.