In Sarawak, 3 cultural and music festivals were going to take place over July. We had to attract millennials in China who had never heard of Sarawak and had an 8-sec attention span. How could we entice them?
We enticed them to discover a Not-So-Ordinary July in Sarawak with a series of 5-second pre-rolls that teased millennials. Our infinite 5-seconders were aired on iQiyi and Youku where every time millennials would tune in, they'd discover something they had never seen before. Once our pre-rolls left millennials infinitely beguiled, they clicked on our ads to find out more on our website and an infinite article on WeChat.