REVENGE

TitleREVENGE
BrandVITALON
Product / ServiceMEI-CHAO DIET TEA
CategoryA01. Best Use of Television/Cinema
EntrantBATES TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:BATES TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency:BATES TAIWAN Taipei, CHINESE TAIPEI

Credits

Credits

Name Company Position
Richard Yu Bates Taiwan CO.,Ltd. Executive Creative Director
Lion Tsai Bates Taiwan CO.,Ltd. Creative Director
Vivien Chou Bates Taiwan CO.,Ltd. Associate Creative Director
Richard Yu Bates Taiwan CO.,Ltd. Art Director
Lion Tsai Bates Taiwan CO.,Ltd. Copy Writer
Vivien Chou Bates Taiwan CO.,Ltd Art Director
Renee Chen Bates Taiwan CO.,Ltd Copy Writer
Faye Chang Bates Taiwan CO.,Ltd Copy Writer
Elven Liu Bates Taiwan CO.,Ltd Art Director
Peggy Chen Bates Taiwan CO.,Ltd Art Director

Results and Effectiveness

After this film showed in the cinema, it has immediately grabbed a huge attention. Now, many audiences not only have the high calorie foods in their hands, but also Mei-Chao Diet Tea when seeing movies. And the sales have been increased in 40%.

Creative Execution

This commercial is made as a mini-movie and can be shown along with the actual movies as a trailer at the beginning.When consumers are waiting for the movie with high calorie foods in their hands. Thinking the commercial is part of the movie or a new movie trailer, they will unexpectedly see that, but realize it’s actually a commercial l for Mei-Chao Diet Tea. And this will be impressed.

Insights, Strategy and the Idea

Mei-Chao Diet Tea is the leading brand of diet tea in Taiwan. “The Choice” for consumers since launch. Taiwanese people love to eat very high calorie foods such as popcorn and hot dogs when seeing movies. For that reason, the strategy is to remind the audiences that when eating high calorie foods and enjoying the movie, they should drink Mei-Chao Diet Tea to balance out. Thus the sales will be increased.