Title | WHERE IS YOUR SHARP PRICKLES MY ROSY LADY? |
Brand | TAISHIN INTERNATIONAL BANK |
Product / Service | TAISHINBANK ROSE CREDIT CARD |
Entrant | UNI-SURF DIGITAL MARKETING COMPANY Taipei, CHINESE TAIPEI |
Entrant Company | UNI-SURF DIGITAL MARKETING COMPANY Taipei, CHINESE TAIPEI |
Advertising Agency | UNI-SURF DIGITAL MARKETING COMPANY Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Vivian Chang | Uni-Surf Digital Marketing Co., Ltd. | Managing Director |
Irene Lin | Uni-Surf Digital Marketing Co., Ltd. | Creative Director |
Allen Chiou | Uni-Surf Digital Marketing Co., Ltd. | Group Head |
Tina Cheng | Uni-Surf Digital Marketing Co., Ltd. | Senior CopyWriter |
Elton Lin | Uni-Surf Digital Marketing Co., Ltd. | Vice President |
Nita Chang | Uni-Surf Digital Marketing Co., Ltd. | Associate Account Director |
Allen Lee | Uni-Surf Digital Marketing Co., Ltd. | Account Manager |
Johnny Tseng | Uni-Surf Digital Marketing Co., Ltd. | Account Excutive |
Challenge: Twenty years ago, Taishin Bank has released a credit card which called Rose Card, which became well-known at that time. But it could not communicate with the audience any more now. Moreover, the average age of the card holders has aged, which makes an obvious obstacle to Taishin Bank in recent years. Solution: Redefine the concept through modern female viewpoint. With their brand asset which is known for “Seriousness”, Taishin Bank developed a brand new concept of the card “the thorn makes you more attractive”. Result: The advertising has created a lot of discussion and the feedback of the new concept is well received. Therefore, the quantity of new card holders has increased dramatically. In a survey of the advertising review, the preference of the Rose Card in young generations has risen rapidly. It is successful for Taishin Bank to communicate with young generation.
69% like new image. 77% Raise the Brand favorability 46% Express willingness to handle rose credit card
[Advertisement promote] We re-create the image of roses card through TV advertising. Expose internet contributions invited to attract customer attention and join. [Contributions invited] We Invite rose women contribution in short and raising attend proportion through vote and share. [Illustrated Book for women] We publish the first one illustrated book exclusive women [83 Rose thorns] that gather each rose women short word with thorns and invite famous woman photographer to palm mirror. [Rose gallery] Build rose gallery that bring a new type communication at 1 floor of Eslite store (Xinyi branch) by the fad of [83 Rose thorns] publisher. [83 Women's Rose Day] Create a page for [83 Women's Rose Day] in Wikipedia. Let [83 Women's Rose Day] not only a activity's name, also be a real exclusive day for rose women. Meantime, let rose women can cherish themselves deeply by provide consume preferential by use credit card that day.
Taisinbank needs to bring vitality image in order to attract young age women customer by evocative and touch their mind due to they faced the brand crisis that major customer ageing and loosing young stage customer in 2014. Mordern women are approve of " Nothing is more beautiful than a devoted woman." which also be think is old concept. They thirst to do themselves, express their normal individuality to being a rose with thorns. "Nothing is more beautiful than a devoted woman."--A mown is glamorous once she has thorns. We establish 83 Rose Women's Day which is only for women. To celebrate mordern women whom show the character with independent, act for themselves, love and enjoy life.