Netflix × Okja
Branding / Marketing / Advertising / Graphic Design
SYNOPSIS :
Okja is a genetically modified Super Pig and a new source of food that has been introduced by Mirando Corporation. This recent revolution in the food industry is brought to light for the the meat consuming community and is part of the ‘Super Pig Project’. Okja, a distinct species is being regarded as the vision for the future food industry. The exclusive meat of the rare organism has been farsighted to turn heads around and attract consumers all over the world. However, people of Singapore as per the research seem to be quite oblivious of this creature.
VISION :
Using this stance of unawareness about Okja’s identity, our vision is to create a buzz around this new type of meat that has been produced by Mirando Corporation in Singapore. As a Netflix stunt, our aim is to capture the spotlight for this unique character and use its aspects and physical attributes to create a frenzy around this idea of the Super Pig out there.
INSIGNTS
Based on the case studies on the Singaporean foodie and kiasu culture, here are some insights that we got.
QUEUING FOR A CAUSE
Worth the time if we get freebies, good deals, we can boast about it or it satisfies us in some way be it our stomach or looks good i.e. a watch
FOMO
Singaporeans are competitive and can’t lose out, we must be on top of the latest hype and stay on trend
SINGAPOREANS ARE FOODIES
We will willingly travel and queue for good food or food that has been raved about
TARGET AUDIENCE
Based on our research and findings, we decided to narrow down our target audience as mentioned below.
AGED 16 & ABOVE
Okja is a Netflix film that is rated NC16. As we are creating a Netflix stunt to encourage people to watch the film, we are targeting people who will be able to watch Okja.
CURIOUS PALATES
Singaporeans are big on food and can’t lose out. They will willingly queue for good food or food that has been raved about.
FOOD ENTHUSIASTS
New, exclusive and trendy food is always under the radar of food enthusiasts who rave about the food they try on social media. These people are also known as food micro influencers.
