Getting all eyes on Viu through gamification

THE CHALLENGE:
Squid Game, Vincenzo, Snow Drop. K-Drama fans are now spoilt for choice, with more streaming platforms like Netflix and Disney+ moving into the K-Drama scene.

But the oversaturated market meant fierce competition for customer growth, genre leadership and premium-paying customers. 

With no blockbuster scheduled for 2022, and a modest marketing budget, driving Viu’s business KPIs seemed like an impossible task. Viu needed a radical change in strategy if we wanted to edge out the competition.

THE IDEA:
In 2022, Viu became the first ever streaming service to gamify the show-watching experience with Viu To Win. A first-of-its-kind trivia race where you had to watch shows, in order to win $50,000 cash.

Every aspect of the game was designed for engagement and brand ‘stickiness’. 

The game design was inspired by Singapore and our Viu-ers, with 8-bit track designs where you’ll find a trove of Singaporean icons hidden in the background.

Plus, players could select out-of-the-world racers and ‘race cars’ – Singaporeans’ favourite places to catch up on Viu shows.

It was a fully integrated campaign with engaging, interactive formats that enthralled Singaporeans islandwide.

RESULTS:
Marketing Interactive Loyalty & Engagement Awards 2022

Brand of the Year – Viu Singapore
Engagement Agency of the Year – DDB Group Singapore
Gold – Best Use of Rewards & Incentives
Gold – Best Engagement Strategy
Gold – Best Online Experience
Gold – Best Use of Gamification
Gold – Best Use of UI/UX Design
Gold – Best Loyalty Programme (Launch/Re-launch)
Silver – Best Customer Experience
Silver – Best Use of Contests/Promotions