'Of Love and Hidden Charms' is a 8-part x 8 minutes branded web series produced for Microsoft to launch their latest and most revolutionary OS, Windows 8.

Branded content is still considered somewhat in its early stages in Singapore with only a couple of high profile content memorable to the public. Singapore's government takes a firm stance on any kinds of advertising that weakens its social fabric of religious and racial harmony. Singapore also sits toward the conservative end of the spectrum when it comes to sexual and promiscuous content. That said, the advertising code is being revised year on year given the migration of viewership online and the changing landscape of advertising and content viewing. Branded webisodes are still in a grey area where the authority will judge on a case to case basis if it is too blatant an advertorial.

A compelling urban tale about work,life and love.This modern setting and identifiable theme coupled with its charming and cinematic treatment draws target audience.

A 15second teaser cut to catchy and emotive music was broadcast online as well as on a terrestrial channel one week before launch.There is a romantic and slightly edgy,sexy version to appeal to viewers with different tastes.

Three charming popular young actors with strong fan-base and who are technology and social-media savvy were cast as leads.

Finally,the series itself has a compelling,slightly edgy story with a love quadrangle at its heart and a little mystery to solve.

We had targeted around 10000 views per episode at the end of the 3 month campaign.Instead we obtained an average of 30000 with the highest reaching 50000 views.

we received the following email which says more than what we can write and serves as a great motivation for the entire team behind the branded series.

"The team really enjoyed the experience. We are glad we stuck to our guns about ensuring it’s a good compelling story–as you can imagine in a sponsored program like this,there is a tendency for marketing to want to skew it to promote product. And the strong story line which you guys developed made that easy. You’ve also done a great job to integrate the product in the story.

Hazel has received a lot of good feedback from Microsoft staff at the regional level and locally, who have watched it and thought it was tastefully done. Congratulations!!! and we do look forward to the opportunity to work with you guys again J"

Verdayne Nunis, Central Marketing and PR Manager, Microsoft"

Twits and comments from viewers asking for a second season and asking about the cool gadgets in the series testifies to its success both in contents and as an advertising platform.