| Title | ADVERTISING HORROR STORY TIME |
| Brand | BREMEN DIGITAL CREATIVE |
| Product / Service | BREMEN DIGITAL CREATIVE CREATIVE SERVICE |
| Category | B12. Brand Voice & Strategic Storytelling |
| Entrant | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Idea Creation | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Media | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| PR | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Production | BREMEN DIGITAL CREATIVE Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Ethan Chen | Bremen Digital Creative | Associate Creative Director |
| Cian-Sin Tracy Jheng | Bremen Digital Creative | Sr. Copywriter |
| John Yang | Bremen Digital Creative | Creative Partner |
| Chi Yi Lin | Bremen Digital Creative | Copy Director |
| Amal Huang | Bremen Digital Creative | Illustrator |
| Jin Huang | Bremen Digital Creative | Technical Development Manager |
| Rueijie Wu | Bremen Digital Creative | Account Executive |
| Queenie Su | Bremen Digital Creative | Account Director |
| EJ Chiang | Bremen Digital Creative | Creative Director |
| Kasper Chang | Bremen Digital Creative | Senior Art Director |
| Chung-Lung Chiang | Bremen Digital Creative | Interactive Designer |
“Advertising Horror Story Time”, an online radio program aired only in Ghost Month. 14 best storytellers in the advertising industry were invited to tell their horror stories. Real stories or industry urban legends were told every midnight for 7 nights in a row.
• Implementation 14 best storytellers including director, creative director, planner, and announcer in the advertising industry were invited to tell their horror stories every midnight for 7 nights in a row. • Timeline The program was aired at midnight for 7 nights in a row in Ghost Month from 31 August 2015 to 6 September 2015. • Placement *1 teaser post on Facebook fans page to announce the launch limited-time program *7 posts on Facebook fans page as program synopsis. • Scale *With 0 media budget, the campaign communicates from agency’s Facebook fans page through its fans. *?The 14 industry professionals presented in the program voluntarily share the program and spread the communication from top to down in the industry.
Results: Tier 1: *?Large-scale clients like ChinaTrust Bank and Yahoo! made inquiry and became our clients. Tier 3: *34,061 page views *Average time spent 3 min 10 sec *?Using only Facebook post to share, the reach of the campaign is 10 times the number of Facebook fans. *Facebook fans grew 22% within seven days campaign.
The campaign leverages storytelling content to voice out agency’s belief in creative solution against taboos.
• Target audience (consumer demographic/individuals/organisations) Brand marketers who have needs in creative service, who provides solution to brand challenges. • Target media Agency’s facebook fanspage, whose target are professionals in the advertising and marketing industries. • PR planning *A teaser was posted on 28 August to announce the special radio program for Ghost Month. *As campaign started, episode synopsis and link was posted on Facebook fans page every midnight. • Approach *Challenge Ghost Month taboo of “no ghost talk” to attract attention to horror story content. *Leverage Facebook fans to involve and share the program on social network.