| Title | THE TWO FACES OF LOVE |
| Brand | UNILEVER TAIWAN |
| Product / Service | POND'S |
| Category | C01. Integrated Media Campaign |
| Entrant | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Entrant Company: | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Advertising Agency: | WEBGENE INFORMATION Taipei, CHINESE TAIPEI |
| Media Agency: | PHD TAIWAN Taipai, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Tony Liu | Webgene Information/Inc. | Creative Director |
| John Yang | Bremen Digital Creative/Inc. | Executive Director |
| James Tung | Webgene Information/Inc. | Project Director |
| Flair Cheng | Webgene Information/Inc. | Associate Project Director |
| Doris Chou | Webgene Information/Inc. | Senior Project Planner |
| Yvonne Wang | Bremen Digital Creative/Inc. | Associate Account Director |
| Domingo Yu | Webgene Information/Inc. | Art Director |
| Ho Tsui | Webgene Information/Inc. | Copy Director |
| Cecilia Shin | Bremen Digital Creative/Inc. | Associate Copy Director |
| Kin Chen | Webgene Information/Inc. | Interactive Media Director |
| Vicky Lu | Webgene Information/Inc. | Senior User Experience Designer |
| Peter Hsu | Webgene Information/Inc. | Senior Interactive Media Designer |
| Parris Chou | Webgene Information/Inc. | Copywriter |
| Evan Yen | Webgene Information/Inc. | Senior Interactive Developer |
| Swin Liu | Webgene Information/Inc. | Interactive Developer |
| Chris Lin | Webgene Information/Inc. | Internet Developer |
Teaser－Fan page attracted over 40 thousands call-in to share love stories with DJ Lara. Launch－YouTube、Yahoo Taiwan accumulated over 1million viewers. Meanwhile, official website collected 160 thousand visits with average 10mins time on site, which is about double the time compared to other activity sites. Not only the statistic figures but also the feedbacks are inspiring. Thousands and hundreds of fans hastened to purchase the products upon seeing the micro movie and share their after-use comments on fan page.
How to communicate the “Perfect women with two faces” concept? Since last year, trendy drama has become very popular among 20-30 year-old girls. Coincidently, 20-30 year-old girls also happened to be the TAs for POND’s makeup remover series. Inspired by the trendy drama, we therefore created a micro movie named <The Two Faces of Love>. Prior to the premiere, we leveraged Facebook Fan page for exposure, heated up the double-faced topic and invited fans to join micro movie premier. After micro movie launch, we used TVC to communicate the concept of being perfect with double faces and led to internet search. Meanwhile, we connect official website, YouTube brand channel and Yahoo Taiwan for joint exposure. With all the methods mentioned, we efficiently publicized the movie and made a big buzz in the virtual world.
In recent years, POND’s has shifted to target on younger generation. For 2012 annual goal, POND’s planned to be recognized as “the” brand that value most on skincare and become the First Choice on the shopping list for young girls in their 20-30’s through online media. We came to realize that our TAs was sometimes in a contradictory mindset when facing love, hesitating whether to put on makeup or not. Meanwhile, POND’s makeup remover products were the key to make women beautiful regardless. Hence, we came up with the concept of “Perfect women with two faces”.