TAIWAN STAR - T STAR ACADEMY

TitleTAIWAN STAR - T STAR ACADEMY
BrandTAIWAN STAR TELECOM
Product / ServiceTELECOM SERVICE
CategoryA01. Use of an Artist as a Spokesperson/Ambassador in Partnership with a Brand or a Cause
EntrantX-LINE HYPERMEDIA Taipei, CHINESE TAIPEI
Idea Creation X-LINE HYPERMEDIA Taipei, CHINESE TAIPEI

Credits

Name Company Position
Mark Chang X-Line Hypermedia Managine Director

The Campaign

Challenge and unconventionality is the brand spirit of Taiwan Star. Hence it is critical to have a spoke person who fits in this category. What else can Taiwan Star do to attract young people besides partner with a popular idol? With that in mind, we found Kristy Chu, a university professor who has strong personality as well as constantly searching for excelsior. She has put herself up for a challenge. Rapping and dancing are not her strongest strength, yet she overcome the obstacles. The performance overturned how the public think of professors which corresponds the brand spirit – unconventionality and challenge.

Creative Execution

The target audience of this campaign is young people. Hence for the selection of channel, large banner was used for mass promotion in the early stage. In the middle to late promotion, social media was the touch point to reach out young people. Music video was not only placed on youtube, but also on facebook in order to cause discussion among online users. The rationale is to utilizing the social media which has strong spreading power in order to reach the objective.

Over 12 million views for the music video across Taiwan. During the campaign, there were over 2 million users visited the website among which 60% is the targeted audience. Average browsing time is over 1 minute. Over 90% of online users left the message saying “very touched”, “inspired”, “full of positive energy”, “be confident”, “good to be seen”, “very encouraging”, “no longer underestimated oneself”, “very brain wash”…etc. The objective was achieved.

For 18 years, telecom market has been dominated by 3 main companies. Instead of competing with the price, the brand new “Taiwan Star” has targeted the generation Z who desired generation changed, yet detest unfair competitions. “One unexpected celeb X desire to challenge the older generation X beyond imagination performance,” we surprised TA and immediately segmenting market approach. The series of MV attracted over million views within 30 hours in the country! 12.5 million views in total!

Links

Website URL