Jenny Chan 陳詠欣
Jan 26, 2015

Frutips hits the goofy spot of Hong Kong teenagers

HONG KONG - More than 1.3 million organic views in 10 days for a YouTube video is a staggering number for the little market of Hong Kong—especially when you consider the target audience in this case is only one-seventh of the city's population.

Client: Nestle

Market: Hong Kong

Agency: Publicis

Campaign scope: TVC, YouTube video

Details: The CNY 2015 video for Frutips is a tongue-in-cheek one that weaves the fruity candy's brand name in Chinese (能得利) into the altered lyrics of a traditional folk song 'Flower Drum Song from Feng Yang' (凤阳花鼓) to create silly-sounding, but funny, messages of good luck.

It features a Hong Kong comedienne Fun Fun Lo (魯芬) and Korean entertainer Lee Kwang-soo (李光洙), who will be marketing the candy for the rest of this year. The duo will appear in a series of eight videos surrounding the topic of exams.

Press release quote: Sebastien Vacherot-Toure, CCO of Publicis Hong Kong: "CNY is all about joy, fun and a good dose of laughter. We took fun seriously to create an entertaining piece of content. And, good content, like good jokes—they might be a little naughty, a little off-beat, but you can’t resist sharing. Love it or hate it, it’s caught us all by surprise.”

Campaign Asia-Pacific’s comments: Seems like we have a runaway viral hit on our hands, and we almost missed it because our youngest staffer is still twice the age of Frutips' target audience. Even Publicis itself did not expect this to be such a big hit. But as long as the quirky, slapstick elements appeal to the funny bones of young adults and teenagers in Hong Kong, it is spot on to help build Frutips as a top-of-mind choice.

CREDITS:

Project Title: Frutips is wishing you good fortune
Client: Nestle Hong Kong Ltd
Creative Agency: Publicis Hong Kong
Creative Team: Mike Chiu, Francis Lam, Hubert Yeung, Arnold Au
Account Servicing Team: Mark Ngai, Algra Chan, Alex Law
TV Producer: Jenny Lee
TV Production House: Redline Production Ltd
TV Director: Penny Cheng
Photographer: Lewis Ho
Photo Production: House Studio Incline Ltd
Media Agency: ZenithOptimedia

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