The Brief

Selling coffee in a city with the highest coffee store density in the world. (In Taiwan, coffee shop can be seen everywhere.)

Describe how the promotion developed from concept to implementation

We sell freshly-brewed coffee in 24-hour convenience stores. Anyone can have their unique coffee experience at any time. Therefore, Family Mart coffee presents： With every cup of coffee comes a story. People can write down their personal coffee stories on the web. We select certain stories and adapt them into videos.

Describe the success of the promotion with both client and consumer including some quantifiable results

The video immediately hit #1 on the Replurk chart after release. 205,000 relevant results come up when you search the video. The video has been selected as “Taiwan Top 10 Creative TVC”, and won #1 in a Taiwan online video poll. Coffee-tales continue to take place. In Taiwan, Family Mart coffee has increased its sales by 52.8%.

Explain why the method of promotion was most relevant to the product or service

People love a good story, especially when it’s a story of their own. We mixed coffee with story, and let everyone who enjoys a good cup of coffee, look forward to an extraordinary story of their own.