| Title | WARM-HEARTED MAN OR ERRAND BOY? |
| Brand | 7-ELEVEN |
| Product / Service | 7-ELEVEN |
| Category | B12. Brand Voice & Strategic Storytelling |
| Entrant | DENTSU ONE Taipei City, CHINESE TAIPEI |
| Idea Creation | DENTSU ONE Taipei City, CHINESE TAIPEI |
| Production | BOKU FILMS Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Judy Tao | Dentsu One Inc. | Chief Creative Officer |
| Hayley Wen | Dentsu One Inc. | Group Creative Director |
| Barney Lin | Dentsu One Inc. | Art Director |
| Rex Chen | Dentsu One Inc. | Art Director |
| Winnie Cheng | Dentsu One Inc. | Copywriter |
| Ivy Lin | Dentsu One Inc. | AV Production Director |
| Chen Xian Wen | Boku films | Gaffer |
| Yang Zhong Fan | Boku films | Director |
| Tony Fang | Dentsu One Inc. | Executive Account Director |
| Ivonne Liao | Dentsu One Inc. | Interactive Associate Account Director |
| Serena Hsu | Dentsu One Inc. | Account Manager |
| Lucinda Lin | Dentsu One Inc. | Account Executive |
| Hsia Shao Yu | Boku films | Cinematographer |
| Chen Kuang Ching | Boku films | Executive Producer |
| Hsiao Po Chun | Boku films | Film Producer |
| Su Tzu Yin | Great-Music Recording Studio | Music Composer |
| Shen Kuang Lun | Great-Music Recording Studio | Music Arranger |
There are 5,000 stores of 7-ELEVEN in Taiwan and numerous single stories happening here every day. We adapted true stories and portrayed different single stories and moods presenting “The happiest” online story. The male character breaks up but keeps un-single in mind and still gives himself for his ex-girlfriend. He says yes when his ex-girlfriend asks him to buy tickets to concert for her and her new boyfriend. The real character and controversial ending arouse people’s debate and sharing and attract free report from many news media.
Before 2015 Singles’ Day, with limited media budget, we released “The happiest” online video on YouTube and campaign website. It had gained voluntary report from news, talk show and online forum.
Outcomes/awareness: The male character, Hsiao Po Chun, was commented as “errand boy” by netizens, which furtherly made “errand boy” trending. The term of “errand boy” became popularized and politicized and turned into one of Yahoo top 10 trending topics. It also attracted the discussions on society phenomenon of warm-hearted man and errand boy and it became a special topic on talk shows. Through operating the issue of single state, we made it to obtained more attentions on these single people and to promote the brand image “Single friendly” of 7-ELEVEN. Outputs/business results: In three weeks, we had gained more than 3,000,000 views and 1,248,268 earned media.
In Taiwan, if a man would voluntarily do anything for a woman, then he is called “errand boy”, which means he is a loser that he is used by the other while he couldn’t win the heart. Through this film, we portray the mood of this kind of single people; the controversial story aroused wide discussion and media report. We want to express that even it’s in such single status, 7-ELEVEN could sympathize and welcome all singles.
True stories can touch people and obtain feedback on internet. We released videos telling single stories about 7-ELEVEN which created singles’ sympathy and identify 7-ELEVEN’s claim of single friendly. The story particularly featured “Errand boy” whom had caught lots attention recently, with the controversial ending to discuss the state of being seemingly single yet truly un-single.