Crab
1. Film & Branded Content Kancils [1.3 Film (Social Platforms)]
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creative assets
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case board
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Links:
https://www.youtube.com/watch?v=UdlBPx49wEU
Product/Service:
TikTok Shop
Client:
TikTok Shop
Brief:
Open any shopping app during a sale period and you’ll see the same ad: free shipping, up to XX% off, countdown clock, all a little louder every single time.
TikTok Shop was not going to win by being even louder. People came to TikTok to be entertained, not to be sold to. So, the job wasn’t to shout about discounts… it was to give people a reason to shop here, and the work had to be entertaining enough and worth watching.
Solution:
Our idea was to dramatise how a great deal makes you stop and forget everything else: See Discount. See Nothing Else.
So instead of TikTok Shop telling people its discounts were good, we showed what a discount that good does to a person.
It was a simple setup. Something awful happens, and our protagonist doesn't react. Why? They’re preoccupied with the discount.
Made to fit naturally on the TikTok feed, we also deliberately took out background music, frenetic cutaways, and dynamic camera movements to focus on the acting.
3 in 4 surveyed TikTok Shop users remembered it. 68% linked the brand more strongly with bigger discounts. 65% now see TikTok Shop as more price-competitive.
