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  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    X-LINE CO., LTD. (DENTSU), TAIPEI
  • TITLE :
    BLACK SPOTS CAMPAIGN
  • BRAND :
    TAIWAN STAR TELECOM CO., LTD.
  • ADVERTISER :
    TAIWAN STAR TELECOM CO., LTD.
  • AGENCY :
    X-LINE CO., LTD. (DENTSU GROUP), TAIPEI
  • CHIEF CREATIVE OFFICER :
    MARK CHANG
  • EXECUTIVE CREATIVE DIRECTOR :
    MARK CHANG
  • CREATIVE DIRECTOR :
    MIRO YANG/CHEN YI-LING
  • COPYWRITER :
    LYNN LIN
  • ART DIRECTOR :
    DOREEN WEI
  • ACCOUNT DIRECTOR :
    ALEX HSU
  • ACCOUNT MANAGER :
    ERIC KUO
  • AGENCY PRODUCER :
    WANG XIAO-HAO
  • DIRECTOR :
    VINCI CHU
  • CINEMATOGRAPHER :
    AJ LIN
  • GAFFER :
    XIAN WEN CHEN CREW
  • EXECUTIVE PRODUCER :
    YU MING HUANG
  • FILM PRODUCER :
    JORGE LO
  • POST-PRODUCTION COMPANY :
    DIGITAL VISION, TAIPEI
  • CAMPAIGN SUMMARY :
    DUE TO THE HIGH POPULARITY OF UNLIMITED DATA PLAN, TAIWAN RANKED WORLD NO. 1 OF SPENDING TIME USING INTERNET ON MOBILE DEVICES EVERY DAY. IT CAUSED LARGE NUMBER OF MACULAR DEGENERATION (MD, ALSO CALL EYE CANCER) PATIENT TO APPEAR. ALTHOUGH MEDICAL PROFESSIONS HAS PUT OUT WARNINGS, BUT NO ONE NOTICE. T-STAR, THE SMALLEST MOBILE CARRIER IN TAIWAN, WAS SUPPOSED TO ENCOURAGE PEOPLE TO USE CELLPHONES MORE TO PROMOTE BUSINESS, INSTEAD, STAND OUT AND LAUNCH BLACK SPOT CAMPAIGN IN GOLDEN TIME WHEN PEOPLE CAN STILL PREVENT. AFTER THE CAMPAIGN LAUNCHED, “MD” ACHIEVED THE HIGHEST SEARCH VOLUME EVER. AWARENESS TOWARDS MD RAISED FROM 30% TO 79%. TV PROGRAMS STARTED HAVING DISCUSSION ABOUT MD. MORE IMPORTANT IS THAT, IT MADE TAIWANESE CHANGED CELLPHONE USING BEHAVIOR. IT ALSO INFLUENCED LEGISLATORS TO PUSH RELATING LEGISLATION. THIS IS THE VERY FIRST ENTERPRISE IN TAIWAN VOICING FOR THE ISSUE (PROBABLY THE PIONEER IN ALL MOBILE CARRIERS WORLDWIDE.)
  • THE BRIEF :
    DUE TO THE HIGH POPULARITY OF UNLIMITED DATA PLAN, TAIWAN RANKED WORLD NO. 1 OF SPENDING TIME USING INTERNET ON MOBILE DEVICES EVERY DAY. IT EVEN CAUSED LARGE NUMBER OF MACULAR DEGENERATION (MD, ALSO CALLED EYE CANCER) PATIENT TO APPEAR. EVEN THOUGH MEDICAL PROFESSIONS HAS PUT OUT WARNINGS, BUT NO ONE NOTICE. TAIWAN STAR, THE SMALLEST MOBILE CARRIER IN TAIWAN, WAS SUPPOSED TO ENCOURAGE PEOPLE TO USE CELLPHONES MORE TO PROMOTE BUSINESS, INSTEAD, DECIDED TO STAND OUT IN GOLDEN TIME WHEN PEOPLE CAN STILL PREVENT THE DISEASE. OBJECTIVES 1. RAISE AWARENESS TOWARDS “MD”. 2. GENERATE 2 MILLION VIEWS.
  • THE STRATEGY :
    IT IS NOT DIFFICULT TO RAISE AWARENESS/RECOGNITION TOWARDS AN UNFAMILIAR DISEASE, BUT THE REAL CHALLENGE IS TO CONFRONT TAIWANESE MINDSET OF ALWAYS AVOIDING AND SAYING “NOT ME” TO UNFAMILIAR DISEASE. IN ORDER TO MAKE PEOPLE KNOW MD RAPIDLY AND REALIZE THEY ARE IN THE HIGH RISK GROUP, WE GAVE UP THE TRADITIONAL WAY OF TEACHING OR USING SLOGANS. WE MAKE PEOPLE FEEL THE “AUTHENTIC FEAR” IN DAILY CELLPHONE USING BEHAVIOR! NOT THOSE RESISTANT HORROR PICTURES OR THREATENING AD COPY. FIRSTLY, WE HIGHLIGHTED THE SPECIAL SYMPTOM OF MD- “A BLACK SPOT IN THE CENTER OF THE SIGHT” TO BE THE MAIN COMMUNICATION ELEMENT. THEN, THROUGH THE 3 LAYERS IN PSYCHOLOGY’S PERSUASIVE THEORY, EXPERIENCE, EVIDENCE AND EMOTIONAL CONNECTION, WE SEND THE SAME MESSAGE, “IT’S TOO LATE WHEN YOU SEE THE BLACK SPOT”. AND WE DELIBERATELY LAUNCHED THE CAMPAIGN ON WORLD SIGHT DAY TO MAKE IT MORE MEANINGFUL AND WORTH THE MEDIA VALUE.
  • THE EXECUTION :
    EXPERIENCE: BLACK SPOT WE CONVINCED 28 MAJOR BRANDS, INCLUDING PORTAL SITES TAS OFTEN USE, TO SYNCHRONOUSLY EMBED A BLACK SPOT ON THEIR HOMEPAGES/SOCIAL NETWORK/APP AND DOOH. WHEN TA SURF ONLINE AS USUAL, THEY’LL SUDDENLY BE SHOCKED, “WHAT’S WRONG WITH MY EYES?!”. 3 SECONDS LATER, WE SHOWED “THIS IS MD”. EVIDENCE: PATIENT TESTIMONY TO CORRECT PEOPLE’S MISUNDERSTANDING OF “I’M STILL YOUNG AND HEALTHY SO I WON’T HAVE THAT.” TOWARDS THIS SERIOUS DISEASE AND PROVE THE MASSIVE EXISTENCE OF MD, WE INVITED A 22-YEAR-OLD PATIENT TO SHARE HER STORY. PEOPLE WOULD HAVE A BETTER UNDERSTANDING OF MD. ● EMOTIONAL CONNECTION: UNEXPECTED LOBBYISTS WE WENT TO SEVERAL ELEMENTARY SCHOOLS AND FILMED KIDS’ REAL REACTION OF “WHAT IF THEIR PARENTS SUFFER FROM MD”. THEN SENT IT TO THE PARENTS THROUGH THEIR CLASS CHAT GROUPS. WITH LOBBYISTS WHO PARENTS WOULD LISTEN TO THE MOST, CHILDREN, TO REACH THE DEEPEST FEAR OF PARENTS’ HEARTS.
  • THE RESULT :
    ●CLIENT’S KPI 210% REACHED.(4.3 MILLION VIEWS, 1500 MESSAGES, 5.5K+ SHARES.) ●RAISED AWARENESS TOWARD MD FROM LESS THAN 30% TO 79%. ●INFLUENCED LEGISLATORS TO PUSH MD TO BE A COMPULSORY PART OF LABOR HEALTH CHECKS. ●THE WORD ”MD” ACHIEVED THE HIGHTEST SEARCH VOLUME EVER.(SOURCE: GOOGLE TRENDS) ●40+ MAINSTREAM MEDIA AND 100+ NEWS REPORT. THE VALUE IS ABOUT USD275,238. ●98% OF PARTICIPANTS HAVE CHANGED THEIR BEHAVIOR TO TAKE MORE REST. ●SIMILAR HEALTH RELATING TV PROGRAMS, MAGAZINES, RADIO BROADCASTING HAD FURTHER DISCUSSION ON “MD”, “EYE OVERWORKING” AND “HOW TO PROTECT YOUR EYES”. ●THE CONTRADICTORY AND RELEVANCE BETWEEN THE ISSUE AND THE BRAND HAVE EVEN ENHANCED BRAND PREFERENCE BY MORE THAN 10% IN ONE SINGLE SEASON. AND NUMBER OF NEW USER HAS INCREASED BY 21% IN THE SAME QUARTER. (SOURCE: TAIWAN STAR)