LONELY GUY ! LONELY SONG

TitleLONELY GUY ! LONELY SONG
BrandTAIWAN FAMILYMART CO.,
Product / ServiceFAMI ICE CREAM
CategoryA05. Use of Original Composition for a Brand or Campaign
EntrantUNI-SURF DIGITAL MARKETING CO Taipei, CHINESE TAIPEI
Idea Creation UNI-SURF DIGITAL MARKETING CO Taipei, CHINESE TAIPEI

Credits

Name Company Position
Vivian Chang Uni-surf digital Marketing Co,. Ltd. General Manager
Shang Chang Uni-Surf Digital Marketing Co., Ltd. Creative Director
Bebu Wu Uni-Surf Digital Marketing Co., Ltd. Copywriter
Twin Lin Uni-Surf Digital Marketing Co., Ltd. Art Director
Minglun Hsieh Uni-Surf Digital Marketing Co., Ltd. Senior Designer
KevinWu Uni-Surf Digital Marketing Co., Ltd. Designer
Elton Lin Uni-Surf Digital Marketing Co., Ltd. Vice President
Lauryn Chen Uni-Surf Digital Marketing Co., Ltd. Account Director
Fion Chang Uni-Surf Digital Marketing Co., Ltd. Associate Experience Marketing Director

The Campaign

“Lonely Guy ! Lonely Song” Lonely Song named“Secret Haven” Which communicate with people in the way they are familiar with.

Creative Execution

Teaser Video-2016/3/16-2016/3/18 1. We create a very "lonely guy" to present the lonely life. 2. The lonely guy says: There are some children lonelier than me! Main Campaign 1. The lonely guy officially announced his true identity. They are the most famous rap group in Taiwan called “G.U.T.S ????” 2. The rap group "G.U.T.S" made a new song called "Secret Haven" to say the story about loneliness and lack of accompany to attract people's attention. And they also made a music video with the famous director in Taiwan called "Wu Nien Chen ???" to present the true life of those children. "Wu Nien Chen", he is the founder of afterschool368 foundation", supporting free after school tutoring program for those children who need help. 3.?Instead of a normal press conference, we create a big event for “Secret Haven” new song releasing!

In less than one month, we successfully attract huge attention for this campaign. 1."Secret Haven" music video hits 6,000,000 viewers, 200,000 shares, 100,000 likes and 1,500 comments at social network! 2.The whole campaign successfully reached over 11,000,000 people at social network! 3."Secret Haven" new song releasing event attracted more than 30 media reports in one day! "Secret Haven" music video?https://www.youtube.com/watch?v=jaKLnHCcOFo

We use the song “Secret Haven” to communicate with the young people, and through this song to remind them to take action for those helpless children.

Loneliness vs. Accompany We create a “lonely guy” to present the lonely life that everybody can relate to. When the people see those lonely moments in daily life, they suddenly know the importance of accompany. But somewhere in Taiwan, there are some children who are forced to be alone after school. Through the conflict between loneliness and accompany, we successfully draw people’s huge attention on those children! The Hip-Hop Rappers Cross Over With The Film Director We invite the most famous rapper group in Taiwan called “G.U.T.S” to create a new song “Secret Haven” to say the story of those helpless children. And G.U.T.S cross over with the famous film director Wu, Nien-Chen”, they work together to say the story of those helpless children. We use the easiest way “Music” to communicate with the young people, and through this song to remind them to take action for those helpless children.

Links

Website URL