‘One Stage for All’ was a pioneering campaign that completely rejuvenated the aging Vita Lemon Tea (VLT) brand in Hong Kong.

VLT is a heritage brand of Ready-to-Drink (RTD) lemon tea loved by generations for its multi-layered ‘geep’ taste. After nearly 40 years in the business, VLT found itself unable to keep up with the shifting preferences of the young generation in Hong Kong - many youths saw VLT as outdated and old – some consumers in focus groups even described VLT as ‘a local old man from public housing estates’ while its counterparts from Korea and Japan were seen as ‘the popular new kids on the block’.

To survive, VLT had to radically transform the way they communicated with the youths of today, driving excitement and relevance, and helping them experience the brand’s signature multi-layered ‘Geep’ taste in a way they had never done before.

CREATING THE “ONE STAGE FOR ALL” MUSIC JAM

To prepare for the ‘One Stage for All’ experience, we pulled together a team of tech & audio mixing experts and six musicians of different genres and recorded them playing a music instrument of his / her specialty – We had a canton-pop singer, beatboxer, jazz musician, band musician, keyboard player and female guitarist.  

Then we created six variants of special VLT packaging, each representing one of the six musicians. 

When consumers used our mobile app to scan the special pack, they would see a 3D version of the musician standing on their pack, performing a song. With every new pack they scanned, a new musician appeared.

The catch - when a group of friends collected all six variants of the special pack and scanned the packs together, they would see a complete music-band of six playing together on the same stage; Despite their different styles, their music layered-on harmoniously, jamming a song in perfect symphony!

GETTING PEOPLE TO EXPERIENCE “ONE STAGE FOR ALL”

To get conversations started, we launched in-store posters, on-ground & social activations, followed by influencers and a TV spot to support the launch of the app and special packs.   

After the first three weeks of launch, our app had already far exceeded our target to become the top 5 most popular apps in Hong Kong and #1 in the Food & Drink category – beating Hong Kong’s popular restaurant recommendation app OpenRice and other big names like Deliveroo and Pizza Hut.  

Participants didn’t stop at downloading the app – hundreds of them took photos and videos of their very own ‘One Stage for All’ performance and shared on social media – some even took their special packs to different places to enjoy the ‘concert’ in their unique ways!