Lowe launches web series for Spritzer; online audiences waver

With a minimal budget, Spritzer approached its agency of six months Lowe Malaysia to develop a label design for its flavoured mineral water brand, Spritzer Tinge.

Following talks within the agency, Lowe initiated a new positioning: a mineral water with a twist targeted at teenagers.

“At Lowe the work we do is always disproportionate to budgets,” said Mazuin Zin, managing director at  Lowe Malaysia, without specifying the actual budget for the campaign. 

The agency created a 10-part short web series, inviting viewers to participate and offer their inputs.

“The idea stems from the fact that Malaysian teenagers lead the global pack in terms of online content generation,” said Zin.

“Our new positioning gave us the ideal springboard to script an online engagement program that promised these teens social entrainment full of twists and turns.”

If YouTube views are anything to go by, the first and penultimate episode seemed to be the most popular, garnering approximately 4000 viewers. However, the episodes in between showed a dramatic slip in numbers.

The 10-part series, which concluded on 12 August, was also accompanied by radio spots and in-store promotion.