The Campaign

20 years ago, the Taishin ROSE Credit Card became the first credit card in Taiwan designed specifically for women. Its motto “a focused woman is the most beautiful” has been a resounding success. Times are changing, who says women are still overprotected flowers in a greenhouse? The 2015 motto of the ROSE Credit Card is “thorny is the new charming”, providing a new definition for rose girls: don’t be content with being just focused and beautiful, we must also show off our thorns with confidence!

Creative Execution

Implementation The single was released on digital platforms such as KKBOX and Spotify. Immediately sparking a download craze! Soon everyone was singing along! We made a call for rose girls to unite on social media through the song. They are encouraged to stand proud, show off their thorns and participate in the creation of the music video! Timeline 2015/08/12 – 2015/1-/31 Placement Social network KKBOX Event site

Over 100,000 downloads in just two short weeks! The music video achieved over 330,000 views within two weeks of its upload. And the views and shares are still increasing!

Through the opinion leader, we invited the Rose Girls to give a voice to the thorns on the social networks. By means of the thorny Rose Singer’s call for action, we called on the Rose Girls to stand out and manifest the thorny glamor. The netizens and the Rose Singer collaborated on the song, combing the entire thorny glamor into a music video and making the attitude known to the public.

Every generation has their own classic song, Symbolizing their attitudes and bringing them together. We collaborated with Riin, the female indie band vocalist with the “thorniest” personality in Taiwan, to create the single Flowers Out of the Greenhouse just for women. The lyrics encourage women to be proud of their uniqueness, walk out of the greenhouse, and become a one-of-a-kind rose blossom!