TREE OF LIFE

TitleTREE OF LIFE
BrandTC BANK
Product / ServiceBANK
CategoryB01. Corporate Image & Information
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Sales Promotion/Advertising Agency:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Jennifer Hu Ogilvy/Mather Advertising Executive Creative Director
Jennifer Hu Ogilvy/Mather Advetising Copywriter
Ben Chou Ogilvy/Mather Advetising Art Director
Ellen Lin Ogilvy/Mather Advertising Art Director
Awing Chen Ogilvy/Mather Advertising Copywriter
Justin Chia Ogilvy/Mather Advertising Copywriter
Evelyn Jeng Ogilvy/Mather Advertising Designer
Oliver Tsai Ogilvy/Mather Advertising Planning Director
James Hsu Ogilvy/Mather Advertising Programer
Arthur Pai Axis 3d Technology/Inc Vice President/R/D
Chu Feng-Chin Axis 3d Technology/Inc Mobile Game Producer

The Brief

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

Describe how the promotion developed from concept to implementation

'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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.'

Explain why the method of promotion was most relevant to the product or service

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, engaging them digitally in the topic that is crucially relevant to every ordinary person in Taiwan and their future.