The Campaign

The objective is to promote renowned author’s first film cooperated with Sony Music, to create expectation, and eventually drive them into theatre. However, Taiwanese film genre is not a preferable movie choice. Moreover, it was years after the original novel was first published, with no surprising plots, no super stars starring. Creating anticipation prior to the screening date is a big challenge.

Success of the Campaign

- The movie was one of the bestselling Taiwanese films in 2011, with over 460 million box office sales accumulated. - The first trailer is viewed 2,720,000 times (Top Taiwan movie history). - More than 910,000 people have joined the Facebook fans page.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To create recognition to the movie, our thinking was to make everyone the part of the movie production. Starting from the movie shooting, we engage the audiences actively through the director’s blog and plurk one year before the movie was released. We post behind-the-scenes. We recruit extras over the Internet for the movie. Three months before release, we created the official Facebook fans page. We held a poll to vote for the official trailers. Limited WOM screening sessions were released. After the movie was released, we created more in-theater events to generate viral and press attention. The special sessions like the cast session, the costume session, and the alumni reunion sessions are held. Guerilla discussions after the movie were also been held to arise viral effects.