The brand kicked off a mini-site on MSN Hong Kong using a comic book creative idea, which allows user participation. "We used the concept of comics to get across the branding and to create a dialogue with consumers.
This enabled participation and was not a hard sell, which is something we have to be weary of when targeting this young segment," said Celina Chan, MSN Hong Kong director.
The campaign, developed with a Christmas theme, aims to drive awareness of the five Vita Tea flavours, including lemon, lai chi, apple, peach and passion fruit.
To boost participation over the web, users are encouraged to create their own comic strips. "We are also reinforcing the brand image by using characters from the packaging. They can use those characters to create a comic strip."
The best creations are presented on the site as e-cards, which can be sent as festive greetings. A mini survey on the site will also enable Vitasoy to compile consumer spending habits. The campaign is supported by television and print advertising.