The Brief

In 2009, the financial crisis, the marriageable people feared for marriage, this phenomena caused the marriage rate to decline in Taiwan, and also impacting the sales volume of wedding cakes. For that reason, the advertising strategy of ISABELLE focused on creating a TV commercial to generate a popular topic for the marriageable people even to encourage them to say out “Marry me！” bravely. Afterwards, the marriage rate could be rose, the sales volume of wedding cakes could be increased as well.

Creative Execution

This film series, until now, has accumulated more than 3.3million clicks on Youtube. The total clicks ranked No.2 on Youtube in advertising category in 2009. The film of Gemini was awarded the most beloved Taiwanese film in 2009. Besides, all the main medias scooped each other on this phenomenon. Even the most popular TV show mimicked the plots. The success of the series boosted enquirers and the sales. The whole series became the hottest advertising campaigns in Taiwan in 2009.

Describe the creative solution to the brief/objective.

We design a series of advertising which relates to 12 star signs. The advertising concentrates on the each star sign of women’s characteristics to create the exclusive method of courtship, moreover, to integrate the film techniques with modern romantic and real life style, therefore, the stories could be happened to real life in Taiwan. Consequently, the 12 adverts attracted the marriageable men and women’s attention, and became a popular topic from business to life.

Results

In Taiwan, the commercial theme of wedding cakes usually is exotic romance. ISABELLE has attempted to separate itself from the competitors, so we decided to pour with fresh in put to the existing popular element “horoscopes” and launched this series commercial which filmed in the tone and manner of real life. People naturally want to know everything about their own star-sign, so it grabbed a huge attention, and became the hottest topic, and even caused a fad- “Marry Me!”.