| Title | THE BENCH EXPERIMENT |
| Brand | CHARACTER LAB |
| Product / Service | CHARACTER MARKETING SERVICE |
| Category | E04. Other Video |
| Entrant | DENTSU K Taipei, CHINESE TAIPEI |
| Entrant Company | DENTSU K Taipei, CHINESE TAIPEI |
| Advertising Agency | DENTSU K Taipei, CHINESE TAIPEI |
| Production Company | ZEN PRODUCTION COMPANY Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Judy Tao | Dentsu K Inc. | Chief Creative Officer |
| Regent Chien | Dentsu K Inc. | Creative Director |
| Po Chen | Dentsu K Inc. | Associate Creative Director |
| Judy Tao | Dentsu K Inc. | Art Director |
| Po Chen | Dentsu K Inc. | Art Director |
| Regent Chien | Dentsu K Inc. | Copy Director |
| Alice Yeh | Dentsu K Inc. | Copywriter |
| Esther Yang | Dentsu K Inc. | Designer |
| King Wang | Dentsu K Inc. | Agency Producer |
| Tony Fang | Dentsu K Inc. | Group Account Director |
| Anni Tsao | Dentsu K Inc. | Senior Account Manager |
| Si Li | ZEN Production Company | Director |
| YU-HONG SIE | ZEN Production Company | Producer |
| Si Li | ZEN Production Company | Editor |
Using park benches as an experimental subject, we tested whether consumers will keep a distance with the character like they would with strangers. The consumers and the character’s direct interaction and reaction were clearly presented with the data collected, which proves the high acceptability from the consumers towards the character. Meanwhile, we recorded the experiment as an online video replaced ordinary sales presentation that can be used when Character Lab is trying to sell character marketing service to potential customers.
All of them kept more than 45cm of distance with other strangers; however, when the character becomes closer, 100% of the experiment subjects kept 0 distance with the character. The event gained media effectiveness from many online media impressions.
Character Lab provides professional character marketing services for brand marketers. Brand marketers in Taiwan are not familiar with character marketing yet. Therefore, Character Lab presented an experiment videos to introduce the advantages of this new business service to potential clients and target audience.