The Internet Pay TV market (IPTV) has become very competitive in Hong Kong. Not only are we competing against new players with trendy image like Netflix, but also many other free IPTV service providers from China, offering the latest updates and huge variety of content.

Now TV, the first and longest IPTV service provider in Hong Kong for 15 years, with the largest library of exclusive content, is seen as old, boring and being forgotten. In order to keep brand salience, we need to bring the brand back to people’s everyday conversations, but how do we do it efficiently with only minimal budget?

We first launched a promotional online video to announce the game and mechanic, then every day for 30 days, people are asked to solve a riddle that describes a movie or drama on Now TV Facebook.

- Each day at 1pm, a riddle is released on Now TV’s Facebook.

- A winner of the day, first come first served, is rewarded with a free 1-year contract with Now TV.

- For those who got all answers right consecutively for 30 days, they can participate in a lucky draw where the winner will be entitled to a free 10-year Now TV contract.