Brief Explanation

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. 'Tree of Life' was created, using TV, poster, iPhone app, website and Facebook. The film, adapted from true stories, went viral alongside various posters painted with twigs, bark and leaves of trees, many of which only grow in Taiwan. People were attracted 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.'