Cho Tot · 2017
THE GAP
The first mini-movie series had changed the game.
Audiences didn’t just watch it — they asked for more.
The challenge wasn’t relevance anymore.
It was expectation.
THE INSIGHT
When a format works,
you don’t replace it.
You evolve it — by staying rooted in everyday life.
THE MOVE
Build a new story world.
Different characters.
Same truth.
THE IDEA
The Three Musketeers.
A three-episode mini series following three middle-class friends sharing an apartment — capturing the small frictions, aspirations, and daily needs of urban life.
Cho Tot appeared naturally — as an enabler of everyday solutions,
not a platform being explained.
Humour carried the narrative.
Relatability sustained it.
THE OUTCOME
The series matched its predecessor’s success.
• Ranked at the top of YouTube Leaderboards in Vietnam
• Performed strongly across SEA & APAC
• Garnered 16+ million views across social platforms
Cho Tot didn’t repeat a hit.
It built a format franchise.
The ‘Mini Series’ Campaign
Cho Tot · 2017
THE GAP
The first mini-movie series had changed the game.
Audiences didn’t just watch it — they asked for more.
The challenge wasn’t relevance anymore.
It was expectation.
THE INSIGHT
When a format works,
you don’t replace it.
You evolve it — by staying rooted in everyday life.
THE MOVE
Build a new story world.
Different characters.
Same truth.
THE IDEA
The Three Musketeers.
A three-episode mini series following three middle-class friends sharing an apartment — capturing the small frictions, aspirations, and daily needs of urban life.
Cho Tot appeared naturally — as an enabler of everyday solutions,
not a platform being explained.
Humour carried the narrative.
Relatability sustained it.
THE OUTCOME
The series matched its predecessor’s success.
• Ranked at the top of YouTube Leaderboards in Vietnam
• Performed strongly across SEA & APAC
• Garnered 16+ million views across social platforms
Cho Tot didn’t repeat a hit.
It built a format franchise.
