|Title||BENQ BE A FAMILY PERSON SERIES#HUSBAND'S SECRET MESSAGE|
|Product / Service||HOME PROJECTOR|
|Category||A03. Online: Fiction|
|Entrant||BBDO TAIWAN Taipei City, CHINESE TAIPEI|
|Idea Creation||BBDO TAIWAN Taipei City, CHINESE TAIPEI|
|LEONG WAI FOONG||BBDO GREATER CHINA||Chief Creative Director|
|MARTIN TSAI||BBDO TAIWAN||Executive Creative Director|
|AIBO HUNAG||BBDO TAIWAN||Creative Director|
|JUNO YEH||BBDO TAIWAN||Creative Group Head|
|JASS HUNG||BBDO TAIWAN||Copywriter|
|NIPEI CHEN||BBDO TAIWAN||Senior Art Director|
|ANNIE TSAI||BBDO TAIWAN||Associate Art Director|
|JESS TSAI||BBDO TAIWAN||Associate Art Director|
|APPLE WANG||BBDO TAIWAN||Senior Copywriter|
|KAREN CHANG||BBDO TAIWAN||Group Account Director|
|DANIEL FEUCHT||BBDO TAIWAN||Planning Director|
|ALAN WU||BBDO TAIWAN||Planner|
|XUAN MAO||BBDO TAIWAN||Planner|
|ETHAN TSAI||BBDO TAIWAN||Producer|
|CONNIE CHU||BBDO TAIWAN||Account Director|
|SAVINA CHAO||BBDO TAIWAN||Account Manager|
|JODY WU||BBDO TAIWAN||Account Executive|
|ALAN HUNG||BBDO TAIWAN||General Manager|
|JERRY CHEN||BBDO TAIWAN||Producer|
To bring “Be a Family Person” to life, we identified three common marital problems and produced three online short films accordingly, which are: Habitual Latecomers, Pseudo Single-Parenthood, and Marriage Aphasia. We invited the well-known actress Chang-Ching-Ning, a beloved actress in Taiwan with growing popularity among both genders, to play all three leading roles of each story, interpreting different kinds of hardship wives often meet in marriage. Habitual Latecomers: Some husbands consider working overtime more appealing than returning home; car seats more relaxing than the living room couch; and are willing to take whatever reasons just to delay going home.
Describe the execution To bring “Be a Family Person” to life, we identified three common marital problems and produced three mini-movies accordingly, which are: habitual latecomers, pseudo single-parenthood, and marriage aphasia. We invited the well-known actress Chang Ching Ning, one of the most beloved celebrities in Taiwan with growing popularity among both genders, to play all three leading roles of each story, interpreting different kinds of hardship wives often meet in marriage. The campaign was divided into three waves, from teaser, to the release of the films, and finally attention regeneration. It was done online with no traditional media investment as suggested by two other media agencies. In terms of video platform selection, we chose both Youtube and Facebook. Some suggested that it would be more effective to upload videos on one channel only, preferably Youtube, in order to maximize views.
• Exceed campaign benchmarks achieved by previous year: One month challenge: We reached the goal of 5 million views on Youtube & Facebook in three weeks (7/1/16 – 7/21/16), one week earlier than the due date of August 1st. Views had even doubled to 10 million in September. That's 42% of the Taiwan population! The campaign also generated 50,000 Facebook engagement, including 30,000 shares and 20,000 comments. • Drive personal projectors sales: We achieved 205% of YoY growth: 7 times of our 30% goal and a huge leap from the - 67% of 2014-2015. • Earned news coverage? We’ve earned 23 news reports within the first month of film release (7/1/16 - 8/1/16), print and TV. Mainstream TV channels that reported the films include: TVBS, NextTV, EBC, etc.
In Taiwan, home projectors are regarded as non-essential household items. Even when husbands intend to buy, wives will always ask: "Why? We have no chance to use this." Therefore, we created a series of videos - be a family person. From the perspective of common marriage problems in Taiwan, we encourage all the family members, especially husbands, to be a family person.
Describe the strategy The breadwinner-homemaker dichotomy has turned a home into a husband-less house, but watching movie together could re-unite the family. We learned that many Taiwanese couples experience similar martial problems due to the same reason: the traditional eastern family values promoting gender division of labor. This homemaker/breadwinner dichotomy creates distance between couples. Wives often fight alone in childcare/work-life balance, or just facing an empty house. We hoped to raise awareness of mutual efforts in marriage. Luckily, a home projector seemed to be the perfect relationship fixer. According to a University of Rochester research (Rogge, 2013), watching /discussing movies together helps keep marriage healthy. Couples who experienced the “movie-and-talk” treatment had 50% less divorce/separation rate than those who didn’t. That being said, home projectors could actually create the best bonding environment! Thus, the idea of “Be a Family Person” came to being.