DDB, LINK & ViuTV co-create comedic reality TV series
LINK and DDB Group Hong Kong have partnered with ViuTV on a series of reality TV-style TVCs to put the benefits of LINK’s intuitive Park & Dine app to the test.
Reminiscent of US TV series and reality game show The Amazing Race, the campaign stars actress Christine Ng and composer/ musician Andrew Lam as an odd couple with conflicting personalities. Comedy ensues as the unlikely pair tries to navigate everyday situations including parking, dining and shopping.
Leveraging on the popularity of ViuTV programmes, DDB Group Hong Kong Executive Creative Director Clifford Ng said the campaign consolidates an irresistible creative collaboration with the power of media to maximise the viral effect.
The reality show positions LINK’s Park & Dine app as the ultimate companion offering benefits to customers with diverse needs, including a dining and shopping directory, real time parking information and guided navigation, free parking with MTR Park & Ride, a ‘find my car’ function, reviews from over 1,200 restaurants, a unique e-queuing service for select restaurants and free Wi-Fi for up to 60 minutes.
The campaign is supported online, across social media, through Key Opinion Leaders, in print and in-store. An event arranged by DDB Group Hong Kong’s PR and activation arm DDB LIVE further extends the campaign’s reach across every possible touch point.
“The success of an app is rooted in a good understanding of customers’ needs and the problem it solves. With smartphones becoming increasingly entrenched in consumers’ daily lives, it is imperative that our app and communications are engaging, and we believe the reality TV concept achieves that,” said Hilda Wong, Head of Customer Experience Management at LINK.
Valiant Yip, Head of DDB LIVE, added, “In this highly competitive market, we have to constantly think of new ways to impress our audience. Providing alternative, channel-neutral solution for clients are what DDB LIVE specialises in.”
Client: Link Asset Management Limited
Agency: DDB Group Hong Kong
Executive Creative Director: Clifford Ng
Creative Director: Wilson Ang, Timothy Li
Senior Art Director: Colin Siu
Senior Copywriter: Joe Ting
Head of Broadcast: Annie Tong
Head of LIVE: Valiant Yip
Group Account Director: Debby Lai
Account Manager: Fiona Mok
Event Manager: Wing Or
Account Executive: Angela Lee