|Title||LET'S CAFE FRAPPÉ|
|Product / Service||FRAPPÉ|
|Category||A03. Online: Fiction|
|Entrant||McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Idea Creation||McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Kevin Yang||McCann Worldgroup Taiwan||Chief Creative Officer|
|Molly Liu||McCann Worldgroup Taiwan||Group Creative Director|
|Ariel Liu||McCann Worldgroup Taiwan||Copy Director|
The creative idea is "Shut up! Gotta have Frappé for summer!" Use straightforward attitude to tell people, just drink Let's Cafe Frappé and it will cut off all the discomfort and nonsense in Summer.
We launch with three videos at the first stage, targeting officers, students and moms. The videos are put in YouTube, Facebook and other OTV channels. Afterwards, we launch one video every two weeks to keep and expand the volume of this campaign. Also, the campaign is accompanied with in-store decoration, promotions and product placement in videos' filmed by KOL.
The videos are booming on internet with 600K views in three days on YouTube. Most important is 8,000,000 cups of Let's Cafe Frappé are sold. It can be seen as one cup of Let's Cafe Frappé is sold in every two seconds.
We use stories that consumers are familiar with to collaborate with unexpected music, and film it in a comic way, to create a funny and refreshing effect. The sense of contrast creates a humorous atmosphere, giving viewers a short but powerful impact.
Summer, especially in Taiwan, is a really suffering season because of the high temperature and high humidity. The heat of summer makes people irritable, crazy and even make them roar. But the unique, cool and refreshing feeling of Let's Cafe Frappé will cut the discomfort off and make you feel great.