The Campaign

We created our story by one married-daughter’s viewpoint to reveal the proposition: We should be ALL TOGETHER for the coming up new year, that is what called a Chinese New Year.

Creative Execution

We stimulated the promotions during CNY. With TVCF airing period, our fanpage on Facebook, official site also boost one topic in public: longevity vegetable was made from different vegetable in Northern and in Southern Taiwan. All comments enhanced Taiwanese’s memory and the respect of CNY.

Describe the success of the promotion with both client and consumer including some quantifiable results

1. Redefine the meaning of CNY: CNY is not a long vacation, it means more than planning a trip abroad or eating and sleeping through the whole holiday. 2. A moving video: our Longevity vegetable film reached over 1.9M views on Youtube, it was called the most moving CNY film that netizen can’t stop tearing when watching this film. 3. The differentiation of the longevity vegetable Taiwanese people has in Northern and Southern Taiwan. We accidently boom this topic on the internet and also brought back people’s connection of CNY.

Explain why the method of promotion was most relevant to the product or service

CNY promotion is the most important activity in retail in Taiwan. All trade marketers will take this top challenge to boom their voice among all competitors in the market. CNY promotion is also Carrefour’s most challenging mission to complete every year. From the market trend and report of consumer behavior we found that most of Taiwanese desired CNY to come very much. It represents much more like long vacation nowadays. People hungered to take a good rest or plan a trip overseas instead of have a family reunion during the holidays.

The families should be "ALL TOGETHER in the coming up new year”, which is the true value of a traditional Chinese New Year.