TRAVEL WITH PARENTS

TitleTRAVEL WITH PARENTS
ClientCHINA AIRLINES
Product / ServiceBRANDING
CategoryA04. Online: Non-fiction
EntrantLEO BURNETT TAIWAN Taipei, CHINESE TAIPEI
Idea Creation LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI
Production YUANYUAN PRODUCTION Taipei City, CHINESE TAIPEI
Production 2 MINDBIZ POST Taipei, CHINESE TAIPEI

The Campaign

We discovered that although people often traveled with their parents when they were kids, many couldn’t recall memories of those trips when they grew up. We shared our findings online. At the end of the film, we encouraged consumers to take a trip with their parents to create new shared memories.

Creative Execution

We used social media as our primary channel for our film to help build awareness and at the same time, launch a digital activation on our official site where consumers share where they would be taking their parents, we gave away free tickets and t-shirts made for family trip as an incentive.

When the film hit social media, it generated more than 5.7 million views and over ten thousand shares in just 10 days. Consumers actively shared photos of themselves traveling with their parents. In less than a week, over one million users were engaged on the China Airlines official site. The records shows that the number of trips taken with parents has increased by 29% so far this year.

It is an unscripted documentary film which is made to move people.

We held a survey for those who are between the ages of 30 - 50, and discovered the facts below : 4% of the children had faulty memories. 11% only held fragments of their travel memories. 72% could not recall a single thing at all. We encourage them to take a trip with their parents to create new shared memories of traveling with parents.

Credits

Name Company Position
Murphy Chou Leo Burnett Taiwan Chief Creative Officer
Jin Yang Leo Burnett Taiwan Creative Partner
Nana Tsai Leo Burnett Taiwan Art Director
Raya Lee Leo Burnett Taiwan Art Director
Murphy Chou Leo Burnett Taiwan Copywriter
Jin Yang Leo Burnett Taiwan Copywriter
Chiahan Chen Leo Burnett Taiwan Copywriter
Leslie Chang Leo Burnett Taiwan Chief Strategy Officer
Sylvia Cheng Leo Burnett Taiwan Chief Operating Officer
Morven Lin Leo Burnett Taiwan Associate Account Director
Claire Chang Leo Burnett Taiwan Account Executive
Francis Tan Yuan Yuan Production Director
Chiu-Chia Lee Yuan Yuan Production Executive Producer
David Yeh Yuan Yuan Production Producer
John Lin Yuan Yuan Production Director of Photography
Jane Liu Yuan Yuan Production Post-Producer
Chang Chien Pai Mei Mind Biz Post-Production Editor
Seek Huang Mind Biz Post-Production Composer
Eva Chang Mind Biz Post-Production Composer