Creative Execution

Instead of using traditional radio or online video in an ordinary way, we combined them together! We gathered 6 touching scenes of working women’s daily lives, and let the spokesman turn into Cup of Juice, whispering with a tender voice to working women. The voice went with other digital tools to approach the target audience, including online video, website campaign, banner, portal site ad, social media platform and mobile ad, to spread the message widely. Then, we released a QR code in fashion magazines, directing the target audiences to the creative video. We integrated online and offline media together to convey the message to the right targets, in the right place and at the right time, winning all the working women’s hearts.

We achieved extraordinary results: 1. 400% SALES GROWTH: The sales performance grew 400% after this campaign was executed. It showed the target audiences were touched by the innovative idea, and our client was very satisfied with this result. 2. OUTSTANDING ONLINE MEDIA REACH PERFORMANCE: (1) It generated 570,000 site visits in one month. (2) The video received 44,806 views and 21,979 shares. (3) The online ad generated 138% media exposure and 274% click rates. We used the unique creativity: VOICE, to overcome all the limitations, and successfully introduced this new juice to Taiwan’s flavored drinks market. Transforming Cup of Juice turn into a perfect lover which accompanied women, we made it more than just a cup of juice.

Insight： Flavored drinks are a highly competitive market in Taiwan. Although the market is very extensive, there are not any flavored drinks designed for working women. So, this time we introduced a juice with a whole new concept which cares for working women’s health. Idea & Strategy： As the old saying goes, “a man falls in love through his eyes; a woman through her ears.” Thus, we used an innovative idea: a VOICE! We invited one of Taiwan’s top stars - Chris Wang, to play the role as the spokesman for Cup of Juice to whisper sweet words with his touching voice to the targets. We wanted to make Cup of Juice become a perfect lover in working women’s hearts. We used diverse media tools, which are the most used in their daily lives, to approach the target audiences, and communicate in a creative way to generate identification and engagement to build up a strong brand image to the audience.