Vita HK empowers youngsters to find their paths with integrated campaign

Vita has encouraged Hong Kong youngsters to pursue their desired paths through its campaign titled “澀得起 Discover my way”. 

The campaign aligned with the values of Hong Kong youngsters, who emphasise self-focus and disregard for others' opinions, follow their passions to achieve their dreams, embrace challenges without fear, cherish freedom, and resist being constrained by rules.

Available from 20 October to 2 December, the campaign was done in collaboration with media agency PHD, social agency Spread-it, IMC concept agency Metta, and roadshow agency GOF.

In a conversation with MARKETING-INTERACTIVE, Vita's spokesperson said the campaign targeted citizens aged 18 to 34 who look for real taste indulgence, enjoyment and excitement. The campaign aimed to build massive awareness and enhance engagement with its target audience. 

As part of the 360 integrated marketing campaign, Vita released a video on social media platforms including YouTube, Facebook, and Instagram. The video conveyed the message of empowering Hong Kong youngsters to embrace their individuality and pursue their desires.

The campaign was also built on the fact that youngsters also experience uncertainty regarding their life paths, with 20% having a “lying-flat” attitude, according to a research from Shue Yan University Sociology Department in 2023. Youngsters also avoid career pursuits and focus on basic needs.

Therefore, Vita has determined that Hong Kong youngsters have their own definitions of achievement and unique approaches to pursuing their goals; they simply need motivation and encouragement to support their chosen paths.

To maximise campaign visibility, Vita rolled out a range of below and above-ground out-of-home (OOH) ads, including bus wraps, bus shelters, trams, and MTR posters, from the end of October to the end of November. It also launched MTR pow and LED TV ads in Causeway Bay and Tsim Sha Tsui from 6 to 26 November to generate excitement and drive traffic to the roadshow.

To enhance engagement, Vita initiated various online and offline activations. For example, it partnered with the YouTube channel Pomato to create a KOL VLT city hunt on the platform. It also collaborated with various media such as Millmilk, Chill Up, UMag, and HolidaySmart to launch third-party ads. 

In terms of offline engagement, Vita launched a pop-up roadshow, inviting participants to take part in a city hunt and purchase VLT to redeem a VLT-branded Bluetooth speaker.

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