|Title||VOTING COLORS FOR FUN|
|Product / Service||SNACK|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||BBDO TAIWAN Taipei, CHINESE TAIPEI|
|Idea Creation||BBDO TAIWAN Taipei, CHINESE TAIPEI|
|Martin Tsai/Nipei Chen/Jess Tsai/Hsin-Yi Lin/Ennis Chen||BBDO||ECD/SAD/AAD/CW/CW|
We utilized a highly sensitive political period in 2016, after Taiwan's president and legislative election, released a telephone call that recorded an act of vote buying that caught the attention of Taiwanese people. Shortly after we revealed the mystery, which was actually “M&M’s Voting Colors for Fun” campaign. This election campaign immediately followed the Taiwan’s presidential election and made it very clear that there would be bribery. With a purchase of a pack of M&M’s, consumer could cast a vote to win a grand prize of 50,000 dollars in cash. All five M&M’s candidates humorously related to current political events to rally for votes, and to give the consumers a "voting colors" election that was full of joy!
Taiwan’s presidential election took place on January 16th, 2016. At the day, M&M’s five different color characters were on their official facebook fan page to encourage people to vote, and then a telephone call that recorded an act of vote buying on social media was released and been widely discussed. Shortly after, "M&M's Voting Colors for Fun" campaign was officially launched on the facebook site to reveal the consumer event. Five M&M’s candidates humorously related to current political events to rally for votes for one month both online and offline, getting Taiwanese consumers to be more familiar with M&M’s characters and voting for them by product purchases.
The campaign sparked the attention of Taiwanese people who were very color-sensitive, and it even caught the concern of the government’s electoral fraud team who shared our post online. During the event there was a rapid sales growth of 79%, an increase of 11.4% in market share, 3478% more than the expected online total views, creating an incredibly high value in earned media. Through M&M's election, colors regained their essence of fun in the hearts of Taiwanese people.
In Taiwan, colors represent different political parties and standpoints so Taiwanese people have had a hard time to connect colors with fun. M&M’s, being known for their colors, decided to make Taiwanese people feel the fun of colors once again. Our target audience was middle-heavy user of the Internet aged from 18 to 49, so we utilized a telephone call that recorded an act of vote buying as publicity stunt online sparking the attention of Taiwanese people during a highly sensitive political period, further to address the core proposition of this campaign “Voting Colors for Fun”.