Many parents in Hong Kong do not want their kids to fall behind their peers, so kids often have to attend additional tutorials on top of their already hectic school life. Entertainment, like TV watching, is often a rare occasion for kids, as most parents regard watching TV would reduce their kids’ academic performance. With all these rising academic pressure, Hong Kong school kids’ happiness index dropped to a record low.

Now TV, the leading Hong Kong paid TV channel believed that learning can be entertaining. With OTT competitors like Netflix and Disney+ that had dominated the family with kids market, Now TV partnered with Snapask, and ventured into the territory of educational TV platform with entertainment at its core.

Campaign Objectives:

- Maximise brand awareness of Now TV’s Snapask package with 6,000,000+ impression

- Induce traffic to Now TV’s and mini-site at 60,000 views

- Induce interest/subscription of Snapask

Disrupting parent’s popular belief that TV watching would affect kid’s academic performance, Now TV had partnered with Snapask, and proudly presented “Edutaining Program”. By hi-jacking iconic movie trailers, we had turned the trailers into an immersive, online engagement activity, which allowed kids to acquire more knowledge while watching movies, and enabled parents to rethink the role of entertainment and drive interest for subscription.

Spreading the word of keyboard is faster and wider than word of mouth! Facebook is where 5 million HK people log in and spend 35 minutes daily on average. With minimal budget, we made use of Client’s Now TV’s Facebook page, and reach out to over 156,000 subscribers, including parents with kids over 6 years old.

With a series of feeds centering “Edutaining Program”, we had provided an un-expected learning opportunity, and drove parent’s interest to engage with our content through the embedded micro-site and induce interest and desire for subscription for Now TV x Snapask package.

Implementation

We’ve partnered with Snapask, the best online education platform in Hong Kong and co-created the Edutaining Program, featuring iconic movie trailers and embed with academic related questions. By doing so, we induced the interest of parents and lead them to our mini-site and watch more of our trailers with their kids. The more correct answers made by their kids, we encourage the parents to offer their kids more screen time with our Now TV x Snapask package.

Timeline

- Dec 2022

- 3 posts a week

Medium

- FB page of Now TV

- Mini-site

- +25% impressions (ie, a total of 8,000,000 impressions) was made during campaign period.

- Mini-site traffic at 100,000 views, with 60% enquiry/interest to the SnapAsk package.