In Hong Kong, when it comes to branded content, TV is the most regulated channel. Brand exposure, product name exposure, even the mentioning of taglines was not allowed! Although most brands strive to smartly infuse their communication into TV shows, the subtle yet deliberate product placements usually put off young adults!

Talking to these keen-eyed viewers who actively pointed out glaring mistakes on TV scenes, we created a series of hardcore, in-your-face product hi-jacks to take them by surprise!

In HK media-first, Dim Jack hi-jacked Hong Kong Television Network’s blockbuster crime thriller ‘Borderline’. Right after the most insanely exciting and hectic chase scene from the series, Jack the Dipper made a surprise appearance, replicating the same scene. When viewers expected the police to pull out his gun, instead, Dim Jack pulled out a box of nuggets, sharing its crave-able contents with the actor! Replicating a series of scenes that genuinely entertained young viewers, we truly got HK talking!

Dim Jack also hijacked magazines, local KOLs’ YouTube video, radio programs and even in-store as a surprise attendee at McDonald’s!

Turning the suspenseful scenes into fun, within just 1 week, in a city of 7 million population, videos of Jack’s “Hi-Jacks” successfully generated were seen already more than 1 million views on YouTube and Facebook combined, surpassing our target by 43% already before the end of the campaign!

We generated a total of HKD1.5million earned media, 89% above target!

What’s more, the Hi-Jack helped lift guest count by 2.7%, overachieving our initial goal of 2%. This achievement ultimately led to an incremental sales of 5.2%, 3.2 percentage points above target!

An epic Hi-Jack that creatively drove sales!