THE WITHYOU WRISTER

TitleTHE WITHYOU WRISTER
ClientDENTSU AEGIS NETWORK TAIWAN
Product / ServiceCSR
CategoryB01. Brand led Education & Awareness
EntrantDENTSU ONE Taipei City, CHINESE TAIPEI
Idea Creation DENTSU ONE Taipei City, CHINESE TAIPEI

The Campaign

The WithYou Wristers: 1. Combining existing wireless detective tracker with sports wristband to create brand new functional value. 2. The guide runner volunteers from DAN and the disable child wearing the wristers in pairs. 3. The wristers would siren in synchronization as the pair grow distant. 4. Reminding guide runners to look after the children, and to help the disable recognize the sounds of cheering.

Creative Execution

1.Days prior to the formal road run (May 22, 2017), via utilizing the “WithYou Wristers” to practice running, the volunteering guide runners and the children from the nursing institute started to get to know each other. Meanwhile, via said devices, the volunteers could modify the speed of running specifically based on the health condition of the children. 2.On the formal run-running day (May 26, 2017), all the disable children and the guide runners ( 50 on each part, total number of attendees:100 )were wearing the WithYou Wristers for the road run. All of the disable children had completed the challenge safely and successfully. 3.The event took place in Sweet Ripples Park, over 600 attendees, including the staff from Dentsu Aegis Network Taiwan and the children with disabilities, teachers and volunteers from the nursing institution.

?All of the 50 disable attendees has successfully accomplished the 3 km challenge. ?There were over 600 employees that attended the event. ?The event acquired multiple media coverages, which included 8 TV news medias and 6 online news medias. ?TV, Print, and digital, is equivalent around NTD $1,824,300. ?Created new running equipment to interact with the disable and directly generated the consumers’ attention to the said groups.

By organizing the charity run, creating and utilizing the new running equipment to interact with the disadvantaged groups, the brand directly generated more consumers’ attention to the said groups as well as promoted the brand favorability.

Combining existing wireless detective tracker with sports wristband to create brand new functional value. The equipment helped the volunteers who found it hard to interact with the disabled to improve the interaction with them. On one hand, the creative invention elevated the volunteers’ attention to immediately look after the health condition of disable children; on the other hand, the disable could be taken care of via such creative devices and be encouraged via the sounds they sensed.

Credits

Name Company Position
Judy Tao Dentsu One Taipei Chief Creative Officer
Regent Chien Dentsu One Taipei Creative Director
Mika Wu Dentsu One Taipei Creative Director
Dean Chung Dentsu One Taipei Senior Art Director
Jessie Wang Dentsu One Taipei Senior Copywriter
Even Wang Dentsu One Taipei Editor