WHERE IS YOUR SHARP PRICKLES MY ROSY LADY?

TitleWHERE IS YOUR SHARP PRICKLES MY ROSY LADY?
BrandTAISHIN INTERNATIONAL BANK
Product / ServiceTAISHINBANK ROSE CREDIT CARD
EntrantUNI-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

Credits

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

The Campaign

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.

Success of the Campaign

69% like new image. 77% Raise the Brand favorability 46% Express willingness to handle rose credit card

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

[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.