|Title||CHA-LI-WON PRESENTS A DAY IN THE OFFICE|
|Product / Service||UNI CHA-LI-WON TEA DRINKS|
|Category||A03. Online: Fiction|
|Entrant||ADK TAIWAN Taipei City, CHINESE TAIPEI|
|Idea Creation||ADK TAIWAN Taipei City, CHINESE TAIPEI|
|Production||INNOVATE FILMS Taipei City, CHINESE TAIPEI|
|Richard Yu||ADK TAIWAN||Chief Creative Officer|
|Lion Tsai||ADK TAIWAN||Group Creative Director|
|Morning Yu||ADK TAIWAN||Copywriter|
|Vivi Ro||ADK TAIWAN||Copywriter|
|Jojo Hsu||ADK TAIWAN||Art Director|
|Jacky Hsu||ADK TAIWAN||Art Director|
|Ivy Lien||ADK TAIWAN||Agency Producer|
We launched a series of 15 versions of “dream bottle” and each bottle had a sentence re-defining the office life. We chose 5 topics from the 15 bottle designs, CLOCKING-IN, PANTRY, COLLEAGUES, LATE FOR WORK and SALARY to develop a fantasy drama happened in the office. Cha-Li-Won uses its self-deprecating humour to attract the junior office workers and make them feel sympathetic to the films, brings the workers positive energy to get rid of boring daily lives at work by having a sip of its aftertaste flavor. The film, combining fantasy, funning stories and interesting, compelling copy, went viral rapidly across boring offices.
The whole series film released across the internet media like online video and social media as the main platform, in the meantime, we also launched the 10sec edited version on the television to engage the interest. To improve the reach to the customers, the film continued releasing on the screen of all the convenience store across the country for a short-term period. The 5 single episode edited version also released on the screen of the department store which belongs to the brand across Taipei city.
Consumers are totally attracted to Cha-Li-Won’s new bottle design, willingly collect the bottles and happily share their photos on SNS on their own initiative. And the content film successfully went viral and reached the goal within short term. YouTube: 1,978,004 Views Facebook: 3,705,881 Views 36,073 Likes 11,545 Shares 2,605 Comments It received a good amount of media coverage of TV, like TVBS NEWS and online newspaper, like Apple Daily, CNA NEWS and China Times within 1 month. Some Consumers Shared The New Bottle Design On Their Sns On Own Intiative, It Successfully caught Consumer’S Eyes To The New Bottle Design. INSTAGRAM: Hashtag #CHA-LI-WON Presents A Day in the office: 282 Posts
Office workers in Taiwan like to binge-watch dramas to relieve pressure and often watch funny short films online in their spare time at work. Always standing by office workers, Chai Li Won considered a new entertainment approach - launch a series of “fantasy drama” about the office workers on the internet. Each film describes a common situation for the office workers, such as clocking in, lunch choices, romance in the tea room and etc.. To dissolve office workers’ depression, Chai Li Won gives a new interpretation to office life by its sense of humor.
Junior office workers, between 25-30 years old, having the strongest purchasing power in the bottled tea market based on the marketing research, have long been targeted by Cha-Li-Won. Daily works and routines make office workers in Taiwan feel bored and dull and drive them to search interesting and amusing films on the internet, especially humorous and light-hearted stuff which attract them easily. Therefore, Cha-Li-Won redefines workers’ office lives and commonplaces, like clocking-in, pantry room, colleagues, and so on with an expression of exaggeration and fantasy and bring a fresh viewpoint to the office workers.