|Title||TRAVEL WITH PARENTS|
|Product / Service||BRANDING|
|Category||A04. Online: Non-fiction|
|Entrant||LEO 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|
|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|
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.
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.