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SUB CATEGORY :
DIRECT CAMPAIGN FOR LAUNCH/RE-LAUNCH
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COMPANY ENTERING :
THE GOVT PTE LTD, SINGAPORE
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TITLE :
DRAMABAIT CAM
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BRAND :
HISTORY CHANNEL
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ADVERTISER :
A+E NETWORKS ASIA
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AGENCY :
GOVT SINGAPORE, SINGAPORE
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CHIEF CREATIVE OFFICER :
AARON KOH
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CREATIVE DIRECTOR :
PRADEEP D'SOUZA
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COPYWRITER :
SAMANTHA LIM
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ART DIRECTOR :
JIA MING SUEN
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ACCOUNT MANAGER :
JOLENE MOK/JEGAN DAS HARIDAS
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AGENCY PRODUCER :
LAURA LIM
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FILM PRODUCTION COMPANY :
BHD FILMS, SINGAPORE
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DIRECTOR :
JASON TAY
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POST-PRODUCTION COMPANY :
BHD FILMS, SINGAPORE
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EDITOR :
JASON TAY/KELLY TAY
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THE BRIEF :
TO RELAUNCH HISTORY CHANNEL’S CELEBRITY CAR WARS AND CREATE AWARENESS AND RELEVANCE FOR THE UPCOMING SEASON THAT WAS LOSING TRACTION AMONGST VIEWERS.
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THE STRATEGY :
TRADITIONALLY, CELEBRITY CAR WARS HAS ALWAYS APPEALED TO CAR ENTHUSIAST. BUT FOR SEASON THREE, WE WANTED TO BROADEN
THE AUDIENCE TO ATTRACT MORE VIEWERS. SO, WE TAPPED INTO A BASIC HUMAN INSIGHT: THAT PEOPLE LOVE WATCHING THINGS GO EPICALLY WRONG. AND TO TARGET THIS AUDIENCE, WE LOOKED TO SITES THAT CURATED ROAD RAGE AND BLOOPERS. BUT WE DIDN’T JUST SERVE THEM ADS, WE CREATED ORIGINAL AND ORGANIC ‘DRAMABAIT’ VIDEO CONTENT AND HIJACKED SOCIAL CONTENT SITES WHERE PEOPLE INSTINCTIVELY SEARCH FOR CAR FAILS. GIVING PEOPLE A GLIMPSE OF WHAT THEY CAN EXPECT TO SEE ON CELEBRITY CAR WARS SEASON 3.
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THE EXECUTION & CRAFT :
WE CREATED A HYPER-TARGETED CAMPAIGN OF ‘DRAMABAIT’ VIDEOS THAT LOOKED LIKE AUTHENTIC DASHCAM AND CCTV FOOTAGE. THEN WE CURATED A LIST OF YOUTUBE AND FACEBOOK CAR ACCIDENT/BLOOPER COMMUNITIES WHERE PEOPLE EXPECTED TO SEE LOADS OF DRAMA.
AND INSTEAD OF SERVING THEM WITH BORING-OLD ADS, WE HIJACKED THEIR CONTENT WITH OUR ORIGINAL ‘DRAMABAIT’ FOOTAGE/VIDEOS.
AND DIRECTED VIEWERS TO THE SEASON PREMIERE OF CELEBRITY CAR WARS SEASON 3 WITH A SIMPLE MESSAGE: EXPECT THE BEST CAR DRAMA. EVER.
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THE RESULT :
BY HOOKING ONTO PEOPLE’S UNDENIABLE CURIOSITY FOR DRAMA,
OUR VIDEOS RECEIVED UP TO 941,568 VIEWS PER VIDEO IN JUST 2 WEEKS! TOTALLING CLOSE TO 3.5 MILLION VIDEO VIEWS THAT CREATED
A WHOPPING 49.2% SOCIAL ENGAGEMENT RATE. MORE IMPORTANTLY,
THIS LED TO 3.3 MILLION UNIQUE VIEWERS DURING THE SEASON PREMIERE OF CELEBRITY CAR WARS IN SOUTH-EAST ASIA. ALL FOR JUST SGD3,500.