Title | THE GEMINI WOMAN |
Brand | ISABELLE |
Product / Service | WEDDING CAKE |
Category | A01. Food Products |
Entrant | BATES TAIWAN Taipei, CHINESE TAIPEI |
Entrant Company: | BATES TAIWAN Taipei, CHINESE TAIPEI |
Advertising Agency: | BATES TAIWAN Taipei, CHINESE TAIPEI |
Production Company: | GREATLAND FILMS Taipei, CHINESE TAIPEI |
Credits | |
Executive Creative Director | Richard Yu |
Creative Director | Lion Tsai |
Copywriter | Lion Tsai/Renee Chen |
Agency Producer | Ray Chang |
Account Supervisor | Henry Chu/Jojo Tsai/Alin Chen/Val Chang/Margaret Lin |
Director | Lo Ging Zim |
Producer | Ray Chang |
Art Director | Richard Yu/Alex Liu/Peggy Chen |
Post Production | Greatland Films |
ISABELLE is the famous brand of wedding cakes in Taiwan, the identifiable slogan “Marry me!” is also as well-known as its brand. However, during the financial crisis the marriageable men and women feared for marriage or married later, those 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 in 2009 focused on continuing the slogan “Marry me!” and separated from competitors’ advertising theme, exotic romance, which is far away from real life of the people at marriageable age. Consequently, we would like to design an advertising which closes to real life of consumers and makes the brand image of ISABELLE younger and more real, moreover, rising the brand favourability of young generation and creating a popular topic for the marriageable men and women who are aged 25 to 35. Under the situation of low marriage rate, we attempted through the advertising to bring out the idea of marriage and motivate our target audiences say out “Marry me!” bravely. Afterwards, the marriage rate could be rose, the sales volume of wedding cakes could be increased as well.