Title | TREE OF LIFE |
Brand | TC BANK |
Product / Service | BANK |
Category | B01. Corporate Information |
Entrant | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Entrant Company: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
DM/Advertising Agency: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Jennifer Hu | Ogilvy/Mather Advertising | Executive Creative Director |
Jennifer Hu | Ogilvy/Mather Advertising | Copywriter |
Justin Chia | Ogilvy/Mather Advertising | Copywriter |
Awing Chen | Ogilvy/Mather Advertising | Copywriter |
Ben Chou | Ogilvy/Mather Advertising | Art Director |
Ellen Lin | Ogilvy/Mather Advertising | Art Director |
James Hsu | Ogilvy/Mather Advertising | Programer |
Oliver Tsai | Ogilvy/Mather Advertising | Planning Director |
Evelyn Jeng | Ogilvy/Mather Advertising | Designer |
Arthur Pai | Axis 3d Technology/Inc | Vice President/R/D |
Chu Feng-Chin | Axis 3d Technology/Inc | Mobile Game Producer |
In Taiwan, TC Bank is well known as a bank for ordinary people because it consistently advocates fundamental long-lasting values in its previous campaigns. It has thus gained a huge fan base. This is its campaign for the third year and we intend to turn these fans into participants. In view of the tension caused by the imbalance between progress and conservation, TC Bank wants to engage people in saving what truly matters for the future: Trees.
TC Bank consistently advocates the value of ordinary people in its campaigns and has thus gained a huge fan base in Taiwan. With 'Tree of Life', we set out to turn its fans to participants for them to become a tree planter, to directly take part in the topic which is crucially relevant to every ordinary person in Taiwan and their future.
'Tree of Life' was created its core was an iPhone app which engaged people directly for them to participate in the campaign. It first used a TV film adapted from true stories and various posters to attract people to download the app and became a tree planter virtually, especially in the 7 green areas, which are presently the focus of debate between environmentalists and developers in Taiwan. These planted trees would interact with their planters in various human-like ways. All this was linked to Google and Facebook for sharing.
There were over 1,000 app downloads within the first three days and within 20 days, over 10,000 trees were planted with the app. Around 37,000 interactions between tree and planter were sent out. Complaints from Android phone users poured in as the app was developed for iPhone due to budget constraint. Senior VP of TC Bank praised this campaign as 'making (their) staff very proud of TC Bank.'