The Brief

Create buzz and drive viewership of ‘Vikings’ Season 4, HISTORY Channel’s hit TV series.

Client

A+E Networks Asia

HISTORY CHANNEL – HOKKIEN VIKINGS

How our cheeky parody made the show part of Singapore’s pop culture.

Our Approach

As with any show going into its 4th season, getting new viewers and keeping existing fans is always tricky, since new shows are constantly stealing the spotlight.

So how could we turn that spotlight back on Vikings?

We thought that if people didn’t take the show too seriously, we shouldn’t either.

If parody is the highest form of flattery, we did away with dreary promos and elaborate on-ground activations, hedging all our bets on what seemed like two funny and unbranded online “fan videos” – dubbed in Hokkien, for good measure.

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The Results

Both videos had combined reach of 1.9 million, gathering more than 800,000 views in 4 days with over 30,000 engagements.

Vikings premiered #1 in its timeslot in Singapore and Malaysia.

320% increase in viewership for any History Primetime Average in Singapore, with a 218% increase in viewership in Malaysia and Philippines.

• Institute of Advertising Singapore Hall of Fame 2016
Best Social Media Campaign - Silver

• EFFIE Singapore 2017
Bronze