| Title | THE LONGEST HOUSING LISTINGS ANNOUNCEMENT, EVER |
| Brand | RAKUYA |
| Product / Service | HOUSING LISTING SELECTIONS ONLINE |
| Category | A01. Use of Screens |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency | GEOSUN Taipei, CHINESE TAIPEI |
| Production Company | IGNITION FILM PRODUCTION Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Norman Tan | JWT | NORTH ASIA CHIEF CREATIVE OFFICER |
| I/Fei Chang | JWT Taiwan | Chief Creative Officer |
| Rich Shiue | ||
| K. S. Yeh | JWT Taiwan | Group Creative Director |
| Vincent Lee | JWT Taiwan | Associate Creative Director |
| Ha Weng | JWT Taiwan | Copywriter |
| Toffee Hsu | JWT Taiwan | Copywriter |
| Leona Chung | JWT Taiwan | Art Director |
| A-May Lin | JWT Taiwan | Art Director |
| Charlene Hou | JWT Taiwan | Business Director |
| Max Leu | JWT Taiwan | TV Production Manager |
| Andrea Kuo | JWT Taiwan | Account Manager |
| YUANZHONG XU | IGNITION FILM | Director |
In the digital age, people used to looking for their house during realty website. In Taiwan, Rakuya has the most housing listing selections online. However, Rakuya is not the No.1 brand in the market. We want to approve that the Rakuya housing listings is the largest (212,839 cases). After calculation, if per housing list takes 3 seconds to read, we still need 28 days to finish all the listings on Rakuya. So, the idea is “The Longest Housing Listings Announcement, Ever”.
The campaign had created discussions all over news pages and social media. Also the campaign had successfully increased Rakuya's click through rate up to 163% dramatically!
The idea, “The longest housing cases announcement, ever”, presented every single listing online, non-stop for 28 days on TV and internet. People were able to see the longest announcement on TV — with different content every day. The content also associated with special real time events, as well as holiday specials.
In order to make people aware that they can quickly find their dream houses by just getting on Rakuya, we deliver the message “Rakuya = most choices in housing” with a “BIG” voice. Also, the idea should reach 2 different types of TAs, the internet generation and TV audience.