The Campaign

Although Media industries in Taiwan is well-developed, well-designed and worth spreading content is rarely seen.Over than half population are internet users,message spreading through internet supposed to be efficient than other media. But without outstanding content ,what brand are trying to tell can be easily forgotten or drowned in flood of information on Internet. In order to excel other competitors,We create a “true kids’ story” for Familymart,and successfully create media exposures that up to 10~20 times higher than other competitors with similar message.

Results

Over ten thousands of convenient stores in this small island called Taiwan,how does Familymart show their very own characteristic that different from competitors?Familymart aims to build strong community relationships with residents,so brand can perform deeper communication and connect residents with brand value as”Familymart,your second home”,strengthen brand image like hospitality and consumers’ best neighbor. We position Familymart as the most hospitable family in community,and invite kids in neighborhood come to experience one-day store owner.Through making them experience all kinds of situation happened in store ,we shoot their unscripted reactions,included their adorable talks and reactions.

Contents included kids are always popular on internet.We shoot a video featured by kids and composed by unscripted elements.We record kids’ most nature reactions such as talks and smiles, all without affectation. It shows pureness,and makes audience strongly feel how sweet and cute kids could be.While appealing to users’ emotions,distance between brand and consumer being shorten than before.

With no extra media spending on video promoting,Video itself creates huge amounts of sharing from internet users.One out of every 5 people have watched this video.And it becomes the first Taiwan’s video which selected in YOUTUBE ASIA TOP 10.(Totaled over 2.6 million views).Value of earned media is equal to over $200,00.Up to 92% of interviewees show higher brand preference toward Familymart than other competitors after watching video.