Objective:

Create massive buzz and excitement for the The Netflix movie- Okja in Singapore


Strategy and Experience:

Vision:

To create a craze around the unknown identity of the mysterious super pig, the idea was to capture the islandwide spotlight for Okja and use its bodily aspects and physical attributes to ignite curiosity for this unknown creature.

Idea:

The main concept involves generating excitement and interest around the enigmatic character of Okja by leveraging the element of surprise. This is achieved through the launch of a unique and limited-edition OKJA meat flavor exclusively available to meat enthusiasts in Singapore, courtesy of Mirando Corporation (the fictional meat production company in the movie).

Execution:

The introduction of a new, one-of-a-kind OKJA meat is a Netflix marketing stunt aimed at piquing the curiosity of Singapore's food-loving audience, who are always eager to try new things in the market. The strategy is designed to meet consumer expectations for innovative meat options, while also drawing attention to the film's protagonist in an uncanny way.

This unique 100% faux meat is flavoured like the super pig, and is intended to create a buzz around the movie by linking it to a novel food product. The faux meat angle uniquely communicates the animal cruelty for meat production (main message of the movie), while also drawing attention to the main character and its mysterious identity.