MINE-SHINE 2015 GRADUATION CAMPAIGN

TitleMINE-SHINE 2015 GRADUATION CAMPAIGN
BrandUNI-PRESIDENT ENTERPRISES CORPORATION, MINE-SHINE
Product / ServicePRODUCT/BEVERAGE
CategoryA09. Sponsorship or Partnership Campaigns
EntrantSHAPE ADVERTISING TAIPEI, CHINESE TAIPEI
Entrant Company SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI
Advertising Agency SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI
Production Company TAKE-ONE PRODUCTION Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Li-Hsian Chiang Uni-President Enterprises Corporation Brand Manager
Fang-Yu Liu Uni-President Enterprises Corporation Production Manager
James Zhan Shape Advertising Co., Ltd. Business Director
Norman Lin Shape Advertising Co., Ltd. Group Creative Director
Jo Yeh Shape Advertising Co., Ltd. Event Account Director

Brief Explanation

The definition of Promo & Activation for this competition is creating immediate activation or offer for the sales through some live engagement. We combine our TA’s daily activities into our campaign. During graduation season, we collaborate with multiple different colleges and high schools, with the aim to launch the most joyful activities by sponsoring products relates to their activities such as; setting up a domino rally stunt by using our products during the graduation season, sponsor a live concerts and set up interactive games for the students to play with and etc… In result, the graduates (our TA) can have a memorable graduation on their last day of school; this campaign also increase in sales compare to graduation season last year.

The Brief

While the age grows, consumers slowly leave the brand due to the sweetness of the beverages. To bring back our consumers, we decide to focus on communicating with our target audiences; high school students. We hope to continue our buying and consuming behavior all the way to our college consumers and also increase the brand loyalty and preference along the same time. While the target audiences have a good impression of the brand, we provided the consumers a chance to create their own story in relation to the Mine-Shine’s sprints of “Friendship” , “Gathering” and “Happiness” during graduation season.

Describe the success of the promotion with both client and consumer including some quantifiable results

A. Amount of people reached We originally set our KPI that at least three schools with a total of 6000 people. However, we successfully held the activity six times, completing the rate of achievement: 170% B. Social media spreading effect We originally hope that each video can gain 300,000 viewers and 10,000 likes. However, the actual view reaches the rate of achievement: 121%, the two platforms(Facebook/ Youtube) total viewer is about 3,347,104 people. “Like” of the video reached the rate of achievement: 172%, there are also tons of people shared and commented on the video! C. Sales volume During the graduation season, the sales volume of Mine-Shine in June, 2015 is 7.27% higher than the sales volume of last June. Mine-Shine successfully receives positive feedback and great sales volume by holding the graduation season activities under the highly competitive environment within the variety beverage market.

Explain why the method of promotion was most relevant to the product or service

We collaborated with multiple schools and launched activities, making our TA understands that Mine-Shine is a joyful brand. Having Mine-Shine during graduation ceremony helps you leave great memories with your friends. Activities I.Domino:Using dominos to spell youth(青春), symboling endless spirit of youth. The domino is the beverages Mine-Shine provides. II.Flying-Catkins: Combining school’s tradition; flying-catkins (graduates throwing catkins from buildings). Using the beverages to spell the school name, the year of the graduating class. III.Pictures: Graduates obtain free Mine-shine by exchanging pictures they took during school. The pictures will be placed on a large board, forming the school badge. IV.College live concert: Mine-Shine sponsors concerts and held interactive games, hoping to give memorable experiences and endless friendship. V.Ball Party: Using class as unit and offered 180,000 balls per class to host a ball party. b. Digital operation: record and edit the activity video and upload on official social media platform.