ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2023 ONE Asia - Branded Entertainment

Eat What You Watch

Agency DDB Group / Singapore

Client Viu

Category

Brand Partnerships

Annual ID

OA23_BE006B

Description

Like any other OTT streaming platform, Viu wanted to increase brand love among its audience to build loyalty and ensure viewership. At the same time, they wanted to grow their revenue through in-stream commercials, the nemesis of uninterrupted viewing. To achieve these polar opposite objectives, we needed an idea that could change consumer perception of in-stream commercials – from an unnecessary interruption to instead hyper-personalised content that enriches their viewing experience. Empowered with the insight from research that shows our food choices are majorly influenced by what we watch, we wanted to add value to our audience’s viewing experience by helping them connect to their favourite show, film or character through food. We created the first ever ‘5D’ OTT viewing experience, where consumers could not only watch and hear but also smell, touch and eat whatever their beloved characters were eating in the shows. Introducing ‘Eat What You Watch’, a revolutionary in-stream commercial that pops up as characters consume food on-screen, allowing viewers to order the same food they see in the show. We made commercials inviting instead of intruding, and changed viewer perception towards ads from being ignorable to irresistible. During the campaign period, Viu registered a 143% increase in click-through rate for their in-stream commercial in just two weeks. What a way to our viewer’s heart through their stomach.

2023 Awards

Total Points: 6

Bronze Award

Credits

Agency

DDB Group Singapore / Singapore

Executive Creative Director

Benson Toh
Thomas Yang

Producer

Kogina Goh

Account Director

Eudora Tan

Creative Chairman

Neil Johnson

Senior Art Director

Sebastian Chew
Hui Yu Ong

Business Director

Suat Ling Khoo

creative group head

Boston Ho

Senior Account Manager

Juanne Tan

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