Choose between two scenarios with this new ad format by TikTok and HPB

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The Health Promotion Board (HPB) has chosen social media platform TikTok to be part of their vape-free campaign media strategy.

As part of the campaign, an interactive ad format was created to allow users to select between two different scenarios to better engage with the educational content of the ad.

When the ad pops up, it asks the user to put themselves into the shoes of someone who has a friend who serial vapes and which message they would prefer to share with them to help break the habit.

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To make the ad more entertaining, the vape is represented by a life-sized mascot surrounded by fumes. The vape mascot then lies on top of the protagonist’s lap who represents the vape addicted friend.

Through the ad, users are given the option of selecting either the “you will get fined” or “your health is at risk” message which will lead the ad to branch out into two different scenarios on the harmful effects of vaping.

For example, when the health message is selected, the ad shares information such as how vaping can increase your risk of lung, brain and heart diseases with the vape mascot choking the protagonist for added effect.

Through the interactive elements that display how one's personal choice to vape can affect them legally and physically, the ad's engagement aims to increase the recall and retention of the message, said a spokesperson from HPB when MARKETING-INTERACTIVE reached out.

The campaign which will run until March 2024, spans OOH assets such as train platform doors and bus stop ads, along with social and digital platforms.

"We have also put up signages at customs checkpoints to highlight the illegality of vaping and the penalties for vaping offences, to deter smuggling attempts into Singapore," the spokesperson added.

As TikTok adds a new ad format to its ecosystem of advertising solutions to enhance brand engagement and encourage interaction, it also recently introduced the Shake Surprise format last year.

When an ad uses the Shake Surprise feature, users are invited to shake their phones to lead them to the brand campaign landing page.

"At TikTok, we are always looking at ways to enhance our brands' experience and regularly introduce new features that inspire creativity, bring joy and innovate the way brands can effectively engage with their audiences,” said a TikTok spokesperson to MARKETING-INTERACTIVE.

The ad comes shortly after HPB's creative and digital marketing services pre-tender qualification stage has closed with no applicants shortlisted, due to a change in project requirements, according to a statement by R3 Asia Pacific, HPB's pitch consultant.

HPB will put up a new pre-tender qualification notice in January 2024 to shortlist applicants for the selective tender process, it said.

The revised project requirements will be included in the new notice and interested agencies will be able to refer to the GeBIZ portal from the second week of January 2024 for more details, it added.

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