OTT platform Hooq launches new campaign and doubles down on original programming

Hooq has launched a new campaign called ‘Hooked On You’. This coincides with a significant uptick in content exclusively created for the platform which aims to have 100 originals by the second quarter of 2020.

The campaign includes a video and a song built on the ‘Hooked On You’ theme. The campaign was shot in the Philippines and worked on by Makati-based Dentsu Jayme Syfu.

Speaking about the campaign, Hooq vice president of marketing Jane Cruz-Walker said: “The infinity symbol is the heart of Hooq showing the essence of the brand. It represents the window to something personal, which means diving deep into what Asians want – what makes them smile, feel, jump, scream and everything in between.  

“So the eye-conography was an idea to bring the brand to life using visual elements that truly reflect the culture of each country where Hooq is present. It is essentially a creative manifestation of Hooq’s evolution and how we are an entertainment platform built in Asia, for Asians.”

The new content push will see Hooq launch 12 new series and seven films. This includes 13 new productions in Indonesia – the largest market for the platform; two new originals in the Philippines and a collaboration with filmmaker Anthony Chen in Singapore.  

Commenting on the original productions, Hooq chief content officer Jennifer Batty said: “Across South East Asia we’ve seen a significant uptick in local content viewed year-on-year for the past three years. 

“From January through September 2019 alone more than 51% of total playing minutes come from SEA content. These consumption habits drive our decision to keep laser-focused on building strong partnerships with the biggest studios, networks, production companies, screenwriters and directors in order to bring our customers the best of local, regional, Hollywood movies, television shows and short form.”

Hooq CEO Peter Bithos said: “HOOQ was born and raised in the heart of Asia. We know South East Asia and remain 100% focused on creating a truly Asian video platform for our nearly 80 million subscribers. 

“There is such a rich cultural heritage in this region with so many local stories to bring to life. Our tie-ups with like-minded partners who want to push boundaries together allow us to deliver fresh and unique stories matching the context of each market in South East Asia.”


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