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SUB CATEGORY :
BEST USE OF FICTION FILM
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COMPANY ENTERING :
LEO BURNETT TAIWAN, TAIPEI
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TITLE :
THE TRIP YOU HAVE PROMISED
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BRAND :
CHINA AIRLINES
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ADVERTISER :
CHINA AIRLINES
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AGENCY :
LEO BURNETT TAIWAN, TAIPEI
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CHIEF CREATIVE OFFICER :
MURPHY CHOU
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CREATIVE DIRECTOR :
JIN YANG
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COPYWRITER :
MURPHY CHOU/JIN YANG/CHIAHAN CHEN
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ART DIRECTOR :
NANA TSAI/STACY SHEN/SAM HSU/JOKEY LIU
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ACCOUNT DIRECTOR :
SYLVIA CHENG/MORVEN LIN
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ACCOUNT EXECUTIVE :
DELLA CHEN
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STRATEGIC PLANNING DIRECTOR :
LESLIE CHANG
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AGENCY PRODUCER :
EVANS KAO
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FILM PRODUCTION COMPANY :
YUAN YUAN PRODUCTION, TAIPEI
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DIRECTOR :
GING ZIM LO
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PRODUCTION DESIGNER :
CHUN-CHIEH LEE
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EXECUTIVE PRODUCER :
SHARON KUO
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FILM PRODUCER :
TERRI CHEN
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POST-PRODUCTION COMPANY :
MIND BIZ POST-PRODUCTION, TAIPEI
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EDITOR :
CHANG CHIEN PAI MEI
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SOUND PRODUCTION COMPANY :
MIND BIZ POST-PRODUCTION, TAIPEI
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SOUND DESIGNER :
ALLEN SHIH
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CAMPAIGN SUMMARY :
CHINA AIRLINES WANTS TO ENHANCE YOUNG ADULTS’ BRAND PREFERENCE AND BOOST SALES DURING THE SUMMER PEAK SEASON. WE DISCOVERED THAT YOUNG ADULTS USUALLY FAIL TO FULFILL PROMISES OF TRAVELLING WITH FRIENDS, PARENTS OR CHILDREN DUE TO WORK OR BUDGET. MOST PROMISED TRIPS NEVER GET FULFILLED WHICH MAKES THEM FEEL GUILTY. THE FILM ILLUSTRATES HOW THESE UNFULFILLED PROMISES HAUNTED THEM IN THEIR DAILY LIFE. JUST IN ONE WEEK, THE FILM’S TOTAL VIEWS ON SOCIAL NETWORKS REACHED 8.7 MILLION AND GOT MORE THAN 13,000 SHARES, 38,000 LIKES AND 2,000 COMMENTS. MOST OF THE COMMENTS FROM NETIZENS TAGGING THEIR FRIENDS TO REMIND THEM ABOUT UNFULFILLED PROMISED TRIPS. THE CAMPAIGN HAD A SIGNIFICANT IMPACT ON BUSINESS AND ONLINE SALES INCREASED BY 70% COMPARED TO PREVIOUS YEAR IN ONLY TWO WEEKS!
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THE BRIEF :
CHINA AIRLINES WANTS TO ENHANCE YOUNG ADULTS’ BRAND PREFERENCE AND BOOST SALES DURING THE SUMMER PEAK SEASON.
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THE STRATEGY :
WE DISCOVERED THAT YOUNG ADULTS USUALLY FAIL TO FULFILL PROMISES OF TRAVELLING WITH FRIENDS, PARENTS OR CHILDREN DUE TO WORK OR BUDGET. MOST PROMISED TRIPS NEVER GET FULFILLED WHICH MAKES THEM FEEL GUILTY.
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THE EXECUTION :
WE DECIDED TO TURN THESE GUILTY CONSCIENCES INTO CREATIVE IDEA. THE FILM ILLUSTRATES HOW THESE UNFULFILLED PROMISES HAUNT THEM IN THEIR DAILY LIFE. AT THE SAME TIME, TO ENCOURAGE CONSUMERS TO KEEP PROMISES, CHINA AIRLINES RAN A SALE PROMOTION WITH SPECIAL FARES TO DESTINATIONS AROUND THE WORLD.
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THE RESULT :
SOON AFTER THE FILM WAS RELEASED, IT IMMEDIATELY BECAME A BIG HIT. JUST IN ONE WEEK, THE FILM’S TOTAL VIEWS ON SOCIAL NETWORKS REACHED 8.7 MILLION AND GOT MORE THAN 13,000 SHARES, 38,000 LIKES AND 2,000 COMMENTS. MOST OF THE COMMENTS FROM NETIZENS TAGGING THEIR FRIENDS TO REMIND THEM ABOUT UNFULFILLED PROMISED TRIPS. THE CAMPAIGN HAD A SIGNIFICANT IMPACT ON BUSINESS AND ONLINE SALES INCREASED BY 70% COMPARED TO PREVIOUS YEAR IN ONLY TWO WEEKS!
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