What's Your Ting?
Challenge: Ting has been pushed to the side while consumers focus their attention on Caribbean inspired, U.K based soft drinks such as Lilt and Rubicon.
Insight: People feel cynical of big brand motives on social media.
Solution: Show that Ting is an authentic brand with a genuine interest in people, no strings attached.
Digital Content + Interactivity
Competition:
This campaign will use YouTube and Instagram to challenge our audience to create something, anything that gives us insight into themselves, their interests or sub/culture.
We will reward the exposure they have provided for the brand with a holiday of their choice.
Digital Content:
To add further strength to the quality of digital content associated with the brand, we will get established singers/poets/dancers/filmmakers to create content that tells us what they're all about.
They already have a platform, lets give them an audience!
Twitter:
Our audience can jump on Twitter and tell us what their Ting's all about with the hashtag #myting.
Experiential Element: 'What's Your Ting? Tour'
‘The Ting Tour’ will be countrywide. We will take the Ting stage around the U.K; We will also give locals the opportunity to show Ting exactly what they’re about in a street party filled with food, fun, performance art and music.
The Launchpad for this campaign will be at London's Notting Hill Carnival. Its celebration of Caribbean culture makes it the perfect place establish the authenticity of the product and to activate the campaign.
Activation of #myting
We can use print ads to get 'Ting Tour' attendees engaging with the brand as soon as possible to get #myting trending. A digital billboard can also be used so festival goers can see their fellow patron's tweets in real time.
