United by the 'Geep': BBDO and Vitasoy join in musical modern twist for VLT
BBDO and Vitasoy have launched a new brand campaign for Vita Lemon Tea (VLT) 'Geep Unites Us All.'
Drawing from the insight that VLT’s multi-layered ‘Geep’ (bittersweet) taste is universally loved by the people of Hong Kong, a TV spot was created with different people using VLT ingredients as a component to the music.
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 world’s first AR music jam on a stage they are all familiar with – the VLT pack.
By scanning limited edition packs of VLT, users can uncover different performances from their favourite musicians, from solo renditions to group harmonies.
The campaign includes comprehensive coverage on-ground and in-store, and utilises digital as the key hub for the campaign.
“We constantly explore new means for our clients to better connect with their target audience. Consumers nowadays are looking for innovative ways to engage with brands that understand their needs,” said Frankie Luk, executive creative director, BBDO Hong Kong.
“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,” said Andrew Li, marketing director, Vitasoy.