ViuTV Soundbear land
UX Design
Interaction Design
What is it?
ViuTV was established in April 2016 and has continued to gain popularity and market share over the years. By 2021, we celebrated our fifth anniversary with a growing and diverse audience — from our loyal long-time viewers to new audiences who had only recently discovered our content.
To mark this milestone, we sought to leverage media and social buzz by highlighting our 50 best programs as a showcase of how far we’ve come. This served both as a celebration of our achievements and as a guide for new audiences to explore what ViuTV represents. Through this initiative, we aimed to drive viewership, strengthen engagement, and deepen brand loyalty.
Concept
The project began in the summer of 2020. From the outset, we knew our objective — to feature the best of our programs — but we had yet to determine how to bring that idea to life. We needed to define the theme, the type of interaction, and the emotions we wanted our audience to feel. We also had to decide what content to highlight and what actions we hoped viewers would take.
As brainstorming unfolded, we explored different storytelling perspectives. Should we highlight the producers and their reflections while creating these programs? Should we design a “time-travel” experience, opening a time capsule and presenting our content along a chronological journey? Or perhaps we could showcase our past works as masterpieces — transforming them into an exhibition within an art gallery or museum setting?
Landing idea
After considering our audience’s tastes and preferences, as well as aligning with the directions of our other promotional campaigns, we ultimately decided on the concept of a theme park map. This idea allowed people to tour around, explore different zones, and discover attractions — each representing one of our signature programs. The concept offered vibrant, celebratory visuals while maintaining a fun and playful spirit, perfectly capturing the essence of our brand identity.
Process
After selecting 50 programs internally, we began crafting the landscape of the map, with each program designed as a unique attraction. We then collaborated with a 3D artist to bring our vision to life — sketching every structure and element from scratch, and continuously refining the size, colors, and forms to achieve the perfect balance between creativity and clarity.
When an attraction is clicked, it opens an entrance-style ticket, unveiling detailed program information along with a trailer, enhancing both discovery and engagement.
Next, we partnered with a front-end engineer to assemble the experience into a fully interactive map — allowing users to view the park overview, zoom into specific areas, and explore each program in detail.
The process was undeniably intensive given the scale of content, but watching the project come to life day by day was deeply rewarding and fulfilling.
Impact and Results
The results were a great success. Launched alongside our anniversary campaign, the project received overwhelmingly positive feedback from internal teams and heartfelt appreciation from C-level executives. It also garnered media attention and coverage across online forums, sparking enthusiasm among fans who expressed excitement and anticipation for the possibility of a real-life Soundbear Land carnival in the future.
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