FUN THE CITY!

TitleFUN THE CITY!
BrandGIANT SALES COMPANY
Product / ServiceUBIKE LAUNCH
CategoryE01. Integrated Campaign Led by Promo
EntrantY&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI
DM/Advertising Agency:Y&R WUNDERMAN TAIWAN Taipei, CHINESE TAIPEI

Credits

Credits

Name Company Position
Fifi Lee Y&R and Wunderman Taiwan Creative Director
Vivien Chang Y&R and Wunderman Taiwan Art Director
Vicki Huang Y&R and Wunderman Taiwan Copywriter
Eron Liang Y&R and Wunderman Taiwan Copywriter
Kinda Kao Y&R and Wunderman Taiwan Associate Art Director
Joyce Shih Y&R and Wunderman Taiwan Account Director

The Brief

Target Audiences: Taipei citizens, tourists in Taipei Create a communication campaign to encourage TA to use the public bike rental system.

Creative Execution

The creative provides multi communication materials to attract target audiences to use the system. The welcome pack included different elements (MRT card, Ubike magnet, Map magnet, etc) was the most popular item to target audiences. The tone & manner of Ubike - colorful and vivid - is successfully to deliver the image of Ubike, a new service from Giant.

Describe the creative solution to the brief/objective.

To create a naming, slogan, welcome pack and light box to communicate the fun of bike riding in Taipei city through the public bike rental system. - Naming/slogan: “Ubike, Fun the city!” Use a colorful touch to express the freedom and fun through city bicycling. - Materials: 1. Welcome pack (with a MRT card): Providing biking experience motivated incentive and facilitator to invite the press and VIPs to experience the bike rental system. 2. A branding film with the demo of the using process is produced and to be an online communication video. 3. Light boxes are published around the Ubike site area.

Results

Ever since the campaign was launched from July 15, 2009, a total of more that 12,000 persons use the Ubike, and average of 400 persons use Ubike daily so far, which is 33% higher than client expects.