Title | DREAM RANGER |
Brand | TA CHONG BANK |
Product / Service | TA CHONG BANK |
Category | A01. Creative Effectiveness |
Entrant | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Entrant Company: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Advertising Agency: | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Minguay Yeh | Ogilvy/Mather Advertising | Vice President/Chief Strategy Officer |
Oliver Tsai | Ogilvy/Mather Advertising | Planning Director |
Jennifer Hu | Ogilvy/Mather Advertising | Executive Creative Director |
Anchored Chen | Ogilvy/Mather Advertising | Business Director |
This is a case about a famous TV advertisement. Not an integrated campaign. An advertisement. It shows that one ad captured the heart of a nation. In fact, of several nations. There were over 24 millions complete views from YouTube and other video hosting sites from around the world. Remarkably, the product was a bank. After the 2008 – 2009 financial crisis, bankers had terrible reputations. Yet the ad made Ta Chong Bank seem on the side of ordinary people. With this highly emotive, tear-jerking advertisement, Ta Chong Bank: Stimulated people’s interest in the bank Earned people’s attention and discussion Got new customers to join the bank, across all products: deposit, mortgage, personal loan and credit card Boosted morale of the bank staff The incremental sales were not due to market or sector growth, or to higher media weight, or to increased distribution, or to lower price, more new products or promotions. Ta Chong Bank’s growth tripled after the ad, and it paid back approximately 134 times for every dollar spent.