Creative Execution

“French” are symbolic of “romance”, but actually French symbols are ubiquitous in our daily life. In “My French Romance” , we used French elements in Taiwanese lifestyles, such as “French fries” and “French kiss” as a start, create romantic stories about to be creative or courage and even with a little humor in it, to present what the unique and new “French Romance” which belongs to Taiwanese customers is.

Within a month, “My French Romance” series has achieved over 8.17 million views on YouTube and Facebook, shared over 7 thousand times. It allured famous bloggers into discussion following by unstopping new reports and exclusive interviews. We successfully re-engaged the brand and its audience. While creating a even more imaginative French Romance, we not only continued to accumulate brand equity, but also rediscovered consumers’ insight.

"Café en Seine" had always shot commercials in France for the true French romantic atmosphere. However, its overt portrayal of French-ness has lost relevance in today. According to our observation, the new customer generation no longer favors exoticism. They prefer and resonate with local things and daily life topics because it’s more close to them. Based on this, we try to connected the brand’s “Frenchness” to our consumers, and developed a Taiwanese-French style of romance.