1 2
 
 
  • SUB CATEGORY :
    USE OF GUERRILLA MARKETING
  • COMPANY ENTERING :
    UNITED COMMUNICATION GROUP/UNI-SURF DIGITAL MARKETING, TAIPEI
  • TITLE :
    BRAUN X FORMOSA CHANG
  • BRAND :
    BRAUN
  • ADVERTISER :
    HENG LEONG HANG CO., LTD
  • AGENCY :
    UNITED COMMUNICATION GROUP/UNI-SURF DIGITAL MARKETING, TAIPEI
  • CHIEF CREATIVE OFFICER :
    MICHAEL DEE
  • EXECUTIVE CREATIVE DIRECTOR :
    SHIHYEN LEE
  • CREATIVE DIRECTOR :
    JOSEPHINE LIN
  • COPYWRITER :
    CHIAHSUAN LIN
  • ART DIRECTOR :
    SOONTECK LEE
  • TECHNICAL DIRECTOR :
    MONSTER LI
  • DESIGNER :
    CHIACHI LIN
  • ACCOUNT DIRECTOR :
    ELTON LIN
  • ACCOUNT MANAGER :
    AUSTIN LU
  • MEDIA AGENCY :
    UNI-SURF DIGITAL MARKETING, TAIPEI
  • FILM PRODUCTION COMPANY :
    CITY MARX, TAIPEI
  • DIRECTOR :
    LI-CHIH HUANG
  • CINEMATOGRAPHER :
    LI-CHIH HUANG
  • EXECUTIVE PRODUCER :
    TZU-CHING CHENG
  • FILM PRODUCER :
    TZU-CHING CHENG
  • PRODUCTION ASSISTANT :
    JANET LIN
  • MAIN ACTOR :
    VASTAR
  • CAMPAIGN SUMMARY :
    BACKGROUND & OBJECTIVE/ BRAUN HAS ALWAYS DOMINATED THE ELECTRIC RAZOR MARKET, PERSISTENTLY BRINGING FORTH INNOVATIVE PRODUCTS. HOWEVER, IT POSSESSES INCONSEQUENTIAL PREFERENCE AND LACKLUSTER BRAND IDENTITY AMONGST YOUNG CONSUMERS;
    IN ADDITION, THERE HAS BEEN FAIRLY LOW SOCIAL MEDIA MOMENTUM.
    HOW DOES BRUAN CREATE NEW TALKS IN TOWN TO CAPTIVATE THIS GENERATION THAT DISPLAYS STRINGENT FONDNESS FOR THE NEW? /STRATEGY/ THE YOUNG GENERATION IS EXPERIMENTAL WHEN IT COMES TO NEW THINGS. CONNECTED THROUGH SMART PHONES 24/7, YOUNG PEOPLE STUDY THE LATEST TRENDS, CLING ONTO SOCIAL MEDIA, LOVE SHARING POSTINGS, AND ADORE INTRIGUING IDEAS. BRAUN COOPERATED WITH ANOTHER BRAND AND MADE A CROSSOVER INTEGRATED CAMPAIGN IN ORDER TO HAVE GREATER LEVERAGE WHILE HAVING A NEW BRAND IMAGE ROOTED IN YOUNG CONSUMERS’ MINDS. /IDEA/ BRAUN X FORMOSA CHANG “THE SHAVE CHANG’S 60-YEAR BEARD CHALLENGE” A WELL-KNOWN CELEBRITY WHO HAS NEVER SHAVED HIS BEARD FOR 60 YEARS.
    HE IS FORMOSA CHANG, THE LARGEST BRAISED PORK RICE CHAIN RESTAURANT IN TAIWAN, HAS A HIGH REPUTATION AMONG YOUNG PEOPLE. THIS TIME, BRAUN TAKES OVER AND GIVES CHANG THE MOST IN-STYLE BEARD MAKEOVER! /EXECUTION/ I. PRE-HEAT TEASER: FORMOSA CHANG’S BEARD ON A STORE SIGN WAS SHAVED OFF BY A CROSSOVER CAMPAIGN WITH BRAUN ON A STORMY NIGHT, AND IT CAUGHT YOUNG PEOPLE’S ATTENTION. II. LAUNCH PERIOD: THE GRAFFITI VIDEO CAUSED A SENSATION ON SOCIAL MEDIA THAT SUCCESSFULLY CHANGED THE TRADITIONAL IMAGE OF BRAUN. WITH THE SHAVING FILTER, CONSUMERS CREATE THEIR OWN BEARD STYLES, SHARE THEIR WORKS ON SOCIAL MEDIA TO ACTIVATE CHATBOT AND GET COUPONS. THE CAMPAIGN SUCCESSFULLY TURNED THE ONLINE POPULARITY INTO OFFLINE TRAFFIC.
  • THE BRIEF :
    BACKGROUND/ BRAUN HAS ALWAYS DOMINATED THE ELECTRIC RAZOR MARKET, PERSISTENTLY BRINGING FORTH INNOVATIVE PRODUCTS. HOWEVER, IT POSSESSES INCONSEQUENTIAL PREFERENCE AND LACKLUSTER BRAND IDENTITY AMONGST YOUNG CONSUMERS;
    IN ADDITION, THERE HAS BEEN FAIRLY LOW SOCIAL MEDIA MOMENTUM.
    HOW DOES BRUAN CREATE NEW TALKS IN TOWN TO CAPTIVATE THIS GENERATION THAT DISPLAYS STRINGENT FONDNESS FOR THE NEW? /OBJECTIVE/ (1) BUILD LOYALTY WITHIN YOUNG CONSUMERS AND RAISE AWARENESS ABOUT BRAUN AMONG YOUNG PEOPLE (2) BOOST BRAND VOICE AND ESTABLISH BRAND IMAGE. (3) INCREASE BRAND PREFERENCES WHILE INCREASING PRODUCT SALES.
  • THE STRATEGY :
    THE YOUNG GENERATION IS EXPERIMENTAL WHEN IT COMES TO NEW THINGS. CONNECTED THROUGH SMART PHONES 24/7, YOUNG PEOPLE FOLLOW THE LATEST TRENDS, CLING ONTO SOCIAL MEDIA, LOVE SHARING POSTINGS, AND ADORE INTRIGUING IDEAS. UNDER LIMITED BUDGET SCALE BRAUN COOPERATED WITH ANOTHER BRAND AND MADE A CROSSOVER INTEGRATED CAMPAIGN IN ORDER TO HAVE GREATER LEVERAGE WHILE HAVING A NEW BRAND IMAGE ROOTED IN YOUNG CONSUMERS’ MINDS. BRAUN X FORMOSA CHANG “THE SHAVE CHANG’S 60-YEAR BEARD CHALLENGE” FORMOSA CHANG, THE LARGEST BRAISED PORK RICE CHAIN RESTAURANT IN TAIWAN, HAS A HIGH REPUTATION AMONG YOUNG PEOPLE. FOR 60 YEARS, CHANG’S BEARD HAS NEVER BEEN SHAVED. THIS TIME, BRAUN TAKES OVER AND GIVES CHANG THE MOST IN-STYLE BEARD MAKEOVER!
  • THE EXECUTION :
    (I) TEASER– THE MYSTERY ATTACK AT MIDNIGHT TRIGGERS TALKS A GRAFFITI ARTIST ARRIVED AT A FORMOSA CHANG RESTAURANT AT THE MIDNIGHT, AND CHANG ON THE STORE SIGN RECEIVED A BEARD MAKEOVER. THE GUERRILLA WAS RECORDED ON VIDEO AND WENT VIRAL ONLINE
    (II) LAUNCH PERIOD – SHAVING FILTER, CO-BRANDING PRODUCTS, AND INVITING CONSUMERS TO SHAVE BRAUN AND CHANG COLLABORATED TO LAUNCH A SHAVING FILTER, WORKED WITH CHATBOT, AND INVITED FANS TO HAVE A CREATIVITY SHOWDOWN. THEY RECEIVED DISCOUNT COUPONS FOR BOTH BRANDS AFTER SHOWCASING THEIR CREATIONS. POTENTIAL YOUNG BUYERS WERE DRAWN OUT FROM ONLINE TO OFFLINE CONSUMPTION.
  • THE RESULT :
    DURING THE MONTH OF THE EVENT, (1) BRAUN’S SOCIAL SHARE OF VOICE INCREASED BY 28 TIMES. (2) IN THE 48 HOURS OF LAUNCH, THE VIDEO WENT VIRAL AND GAINED MORE THAN 1.2 MILLION IMPRESSION AND WAS DISCUSSED ON MAJOR DISCUSSION FORUMS IN TAIWAN, SUCH AS PPT AND DCARD. (3) 2,868 BEARD STYLE HAD BEEN CREATED BY CONSUMERS AND SHARED ON SOCIAL MEDIA. (4) THE CAMPAIGN HAS BEEN APPROACHED MORE THAN 9 MILLION PEOPLE AND BUILT A STRONG NEW BRAND IMAGE FOR BRAUN.