The Campaign

When we were young, we didn't hesitate to express love; and now, let’s spread our blessings with love again! Eclipse is a famous brand of mints in Taiwan, and it launches seasonal tins every year to increase brand awareness. Last Christmas, Eclipse released the four seasonal tins of "greetings" to send the blessings for you. To boost the sales and promote the concept of "greetings", we created the digital installation combining four digital signage and Eclipse seasonal tins together. Made of four LED screens and the huge seasonal tins, this installation was digitized but naturally from heart. It allowed people to extend their imagination by customizing the virtual Xmas tree and greetings to their loved one with mobile, and shared with friends via social media. This campaign made good use of O2O experiential marketing to catch the brand message, and people could spread their love through the interactive experience.

Creative Execution

Eclipse released four themes of the seasonal tins: "You are my angel", "You light me up," "Love is everywhere" and "I am always here." Consumers could type in their name(From who) and receiver’s name(To whom) on the side of tins, like getting an actual gift. Inspired by Xmas gifts, ribbons, trees and the merry-go-round, we mixed the joyful elements when designed the appearance. Thus, combining Christmas atmosphere and seasonal tins, we built the digital Xmas tree(installation) to celebrate the coming Christmas with people. Different from others, the installation was digitized but naturally from heart. Even, it could regard as the gift for the city. The installation was located at Att4Fun where is the most crowded and popular place in Taipei, Chinese Taipei. Moreover, the digital Xmas tree was five meters L*W*D; as a result, it was easy to catch people’s eye. Attracted by the installation, people scanned the QR-Code into the event site. They could decorate their own virtual Xmas tree and type in the greetings for someone with mobile, and then the greetings would display on the screen of the installation. Furthermore, people could share the customized greetings animation out via Facebook! Surprisingly, there's time announcement on the hour with 3D animation at the top of the screen! People could not only spread their greetings out, but get the free sample from promotion specialist to try the taste of Eclipse mints. At the same time, people caught the brand image through the interactive experience. During the event (04/12/2015-03/01/2016), we totally created 3,962 virtual Xmas trees, 1,379 shares and 113,596 post reach on Facebook during the event; in addition, this campaign made great use of O2O experiential marketing and boosted the sales of the seasonal tins.