Title | FUN THE CITY! |
Brand | GIANT SALES COMPANY |
Product / Service | UBIKE LAUNCH |
Category | E01. Integrated Campaign Led by Promo |
Entrant | Y&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 |
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 |
Target Audiences: Taipei citizens, tourists in Taipei Create a communication campaign to encourage TA to use the public bike rental system.
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.
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.
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.