The Challenge Presented:
Lion Nathan needed a standout, brand-aligned digital promotion to launch their new Green Apple RTD flavour. The challenge was to create a playful, immersive and shareable campaign that would cut through a cluttered digital landscape, particularly on TikTok, while remaining simple to execute, measurable, and within budget. The campaign also needed to drive consumer interaction, entries, and data acquisition.
The Strategy Created:
Bastion developed a bespoke, virtual consumer promotion called “Breaking the Ice,” inspired by Hyoketsu’s Japanese translation “to freeze” and the brand’s fruit-freezing technology.
The core idea: invite consumers to guess how many green apples were frozen inside a giant ice cube—a literal and playful representation of the product’s innovation.
To maximise appeal, the prize was a custom pair of Nike Air Force 1 sneakers, chosen to resonate with the brand’s progressive, style-conscious audience. Bastion managed the creative ideation, production, and shoot of the hero asset: a 2.5-metre ice cube filled with over 10,000 real apples. The content was rolled out across Hyoketsu’s owned channels including TikTok and their website.
Bastion also supported backend logistics, including sourcing, production, fulfilment, and prize distribution, while Lion managed digital amplification and consumer engagement.
The Strength Achieved:
- 1,500 entries captured nationwide
- 1,868 TikTok views
- Opt-in first-party data acquired for Lion Nathan
- 20 custom Nike Air Force 1s produced and delivered
- 10,984 apples donated to SecondBite
- High-impact consumer engagement with a unique, brand-aligned digital experience
