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

Vikings is a historical drama inspired by a famous Nordic hero, and aired by History. With the highly rated show going into its 4th season, how do we get people to tune in and make this the most epic premiere ever? Our content went viral, generating over 800,000 views in 4 days and reaching out to over 1.9 million people. Over 30,000 users engaged with the content as well. Vikings also went on to premiere as the #1 series in its timeslot in Singapore and Malaysia, registering a 320% spike in viewership numbers than any History primetime average in Singapore.

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.

AWARDED:

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

• EFFIE Singapore 2017
Bronze