AXN Asia – H50 Premiere Episode

For their blockbuster TV show, Hawaii 5-0 (a reboot of the 70s classic), AXN Asia wanted an experiential campaign to engage audiences across Southeast Asia. To line up with the same-day telecast with the U.S., the show would have to be aired in the same time period as many competing programs and live sports events.

Identify the main link of the classic show with modern audiences – the theme song – Carried out a press conference with a live Hawaiian band, pizza and beer. Executed bus stop ads in Singapore and mobile van ads in Kuala Lumpur. Did a 40-man flash mob in Manila distributing theme song ringtone downloads. Shoot a series of user-generated and professional ads in 8 locations in SEA.

The premier episode had higher ratings than the Bahrain F1 and the Arsenal vs Everton EPL game in key markets.