Creative Execution

This campaign started with an out-of-home AR event in the most popular shopping area in Taipei. People who walked by the spot would be detected and showed on the big screen on the mall’s wall, and they could see bodily wastes and garbage foods popping up on their head and following them. mr. CHIA would help consumers to drive them away. In the meanwhile, we held free tasting events to relieve consumers’ concern about mr. CHIA. Furthermore, we launched a creative web baseball game which users could use their mobile phones to interact with PC screen beat the garbage to help consumers to release their stress from work and life.

We successfully won the consumers’ attention and trust with outstanding results. 1. TOP SALES VOLUME: Within 2 months, mr. CHIA’s sales volume was double than other similar products after hitting the market and the consumers kept discussing mr. CHIA on the internet. 2. BRAND AWARENESS WAS UP TO 25%: Although the media budget was lower than other existing competitors, we generated unexpected earned media exposures. 3. EXTRAORDINARY MEDIA REACH PERFORMANCE: During these 2 months 1) Reached 3,250,000 audiences by TV commercial 2) Engaged 69,000,000 impressions of web commercial 3) Reached 5,000,000 audience by the OOH AR activity 4) The brand’s official website had 250,000 page views 5) The campaign site had 380,000 page views

Insight: We’ve found the white-collar workers in Taiwan are generally stressed-out, lead an irregular life, and often have unhealthy diets. As a result, they accumulate harmful waste in their bodies and minds. Therefore, mr. CHIA shows up to solve their problems. Strategy: mr. CHIA is a new functional beverage of the fiercely competitive market. Consumers are not familiar with this brand and product. Thus, our mission is to increase the brand awareness and win consumer’s attention. Idea: We want to impress consumers with a unique interactive way so we create an out-of-home event with AR technology at the most popular shopping spot in Taipei where white-collars workers go during weekends to release their stress. We also hold free tasting events for consumers to make them understand mr. CHIA more. These events can bring mr. CHIA to consumers rather than wait for consumers to brand.