SUB CATEGORY :

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

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

ENGLISH CONTEXT EXPLANATION :

FORMOSA CHANG, A WELL-KNOWN CELEBRITY WHO HAS NEVER SHAVED HIS BEARD FOR 60 YEARS, IS ALSO THE LARGEST BRAISED PORK RICE CHAIN RESTAURANT IN TAIWAN. FORMOSA CHANG’S BEARD ON A BILLBOARD WAS SHAVED OFF BY A CROSSOVER CAMPAIGN WITH BRAUN ON A STORMY NIGHT, AND IT CAUGHT YOUNG PEOPLE’S ATTENTION. 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. DURING THE MONTH OF THE EVENT, BRAUN’S SOCIAL SHARE OF VOICE INCREASED BY 28 TIMES. THE CAMPAIGN HAS BEEN APPROACHED MORE THAN 9 MILLION PEOPLE AND BUILT A STRONG NEW BRAND IMAGE FOR BRAUN