Ammeltz Yoko Yoko is an analgesic that relieves muscle aches; and the pack is specially designed for easy application on neck and shoulder areas, hence their positioning as "The Neck and Shoulder Expert".

To communicate this, we created a video specially designed for mobile phone users which able to lead the audience to get a firsthand experience of an uncomfortable position on their neck and shoulder.

The video ends abruptly to reveal the product message - AMMELTZ YOKO YOKO, RELIEVES NECK AND SHOULDER ACHES.

We sent mobile phone users a video clip via Whatsapp, Line and WeChat. When they tap open the clip, they will see a dramatic video playing sideways on their mobile screen, forcing them to tilt their mobile phone to get an upright view of the video.

Fortunately, the auto-rotate feature on their mobile device will tilt the video orientation back to its original sideways position. The audience then are forced to subliminally tilt their heads to watch the video which continues to play sideways, causing an uncomfortable position on their neck and shoulder.

Our idea taps into common human behaviors; on how people use mobile phones.

Once exposed to the Sideways video, the audience will most likely follow through the firsthand experience of "being tricked" into tilting their heads to watch it.

8 out of 10 people who watched it, share it to others. whether by just showing the video with their mobile phone, or simply just share the story, or even better by forward-sharing the video itself to their contact list using their mobile phone chat apps; hence increasing the Ammeltz Yoko Yoko brand awareness outside the traditional ATL medium.