| Title | FACE TO FACE |
| Brand | TAIWAN HITACHI |
| Product / Service | AIR CONDITIONER |
| Category | B03. Corporate Reputation |
| Entrant | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Entrant Company: | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| PR/Advertising Agency: | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Cecilia Shih | Bremen Digital Creative | Associate Creative Director |
| Ema Su | Bremen Digital Creative | Associate Art Director |
| Jill Yin | Bremen Digital Creative | Copy Writer |
| Yvonne Wang | Bremen Digital Creative | Associate Account Director |
| Belle Hung | Bremen Digital Creative | Account Executive |
Hitachi air conditioner wants to transform its brand image from air conditioner expert to temperature expert human-caring brand, to shift away from functional competition. Smart phone has created phenomenon of “head-downers,” who browse phones all the time. This results an active interaction on the virtual social network, but distant one in the real world. Relationship temperature of real social network is dropping. Hitachi rides on this issue and kicks off the campaign “face to face” to exanimate the dropping temperature of relationship. Starting with a concept video of a story addressing the issue “hot on Facebook, cold in the real world,” the video aroused consumer attention. It inspires two groups of university students to reproduce the concept video and together win media attention to the campaign. We talk to consumer straight on Facebook. Through relationship temperature test, consumer finds out who interacts with them the most on Facebook. They are asked to examine the real social life and are provided an opportunity for them to meet each other in person at Hitachi event. At the Face-to-Face event, we parody an actual Facebook wall, letting friends meet face to face to bring back the temperature of relationship. Friends who haven’t met in person for years, or father and daughter who are too busy to talk get to meet at the event. Hitachi’s encouragement to the consumer helps transforming brand image to a human-caring brand. The touching stories generate another wave of media coverage.
The campaign objective is to transform Hitachi from a professional brand to a human-caring brand, in order to differentiate from competitors. Target audiences heavily rely on social network that it overrides the real social life. Facebook has topped the most frequent Internet site in Taiwan, with average of 6 hours spending on Facebook.
-Over 160,000 participants online -110% of earned media through Facebook posts shared -3,000 people participated face-to-face event -Earned TV news coverage : 4 spots / US.$20,000(NT$600,000) media value
Make the issue be aware: a concept video of a story illustrating “hot on Facebook, cold in the real world” posted on YouTube 2012/03/15 before campaign kicks off until now. Facebook Test and share: the application on Facebook to exanimate relationship temperature was release on 2012/03/15 until now. Face-to-Face event: an actual event held on April 28th, 2012 from 1PM to 9PM in Taipei’s metro Xin-Yi District. The campaign ran according to plan.
Target audiences heavily rely on social network that it overrides the real social life. The “head-downers” phenomenon: the smart phone users browse all the time and rely on social network more than real social network. This has resulted in the distant of real social relationship. Hitachi air conditioner has been striving to transform the brand image to temperature expert. Riding on this important social phenomenon, we see an opportunity for Hitachi to persuade consumers Hitachi is a temperature expert and shift away from functional competition.
Evoke consumers to exanimate their virtual social behavior. Turn virtual network into real social network. Through the absurdness Hitachi encourages people to look at the importance of dropping temperature in relationship.