|Title||ROLL YOUR EYES|
|Brand||TAIWAN STAR TELECOM CO., LTD|
|Product / Service||TELECOMMUNICATIONS INDUSTRY|
|Category||B01. Brand led Education & Awareness|
|Entrant||TAIWAN STAR TELECOM CO., LTD. Taipei City, CHINESE TAIPEI|
|Idea Creation||TAIWAN STAR TELECOM CO., LTD. Taipei City, CHINESE TAIPEI|
|Shing Chu||Taiwan Star Telecom||Senior Vice President|
|Celia Chen||Taiwan Star Telecom||Manager|
|Iris Chiu||Taiwan Star Telecom||Supervisor|
To draw instant attention to our CSR campaign, we first began our creativity with the slogan: ROLL YOUR EYES, an eye rolling exercise that we intended to advocate throughout our campaign, is in fact happened to be a Chinese phrase of negative metaphor or expression of impatience. By adding a humorous ingredient as a contrast, we tried to introduce a serious medical issue in a less serious way, and re-packaged it as our CSR’s focal point. This bold approach has never been used in traditional CSR practice, but with limited marketing fund, we need something that can strike the public as big as possible. As a result, the “ROLL YOUR EYES” slogan was so straightforward and memorable, it then became a hit in the month of launch.
Our execution plan is categorized into 3 phases: 1 Attraction We created series of buzz clips called the “Eye-Rolling Moments for 12 Constellations” featuring in the wrongful smartphone usage behaviors. By tying in with key bloggers, illustrators and forums, these had drove up our awareness to 15% nationwide. 2 Diffusion Based on “The Butterfly Lover”, we adapted the narratives of this tragic love story to depict the obsession of smartphone addiction, the symptoms of macular degeneration, and the importance of eye-rolling exercise. This video had obtained 2.1M viewers in 3 days, and won the 4th Place of 2016 YouTube most viewed video. 3 Participation We launched a parent-child O2O event for children to record their parents’ smartphone usage. We also collaborated with 52 elementary schools to introduce eye-care knowledge. Moreover, we released an Eye Care White Paper together with Taiwan Ophthalmologist Association, and conducted 226 nation-wide roadshows in local communities.
In 2016, Taiwan Star’s CSR campaign had accumulated 21.6M+ population reach, 1.2K+ press coverage, and 15K+ consumer engagements. As a result, we reached 70%+ nationwide Aided Awareness in 1st year of launch, which is a remarkable success. Honors and Recognitions: (1) The “Legend of Butterfly Lover” video clip received two 3rd place awards from YouTube, both for Asia-Pacific most viewed video in September 2016, and for Taiwan most viewed video in Q3 2016, and won the 4th place of YouTube most viewed video in 2016. (2) Won the most popular CSR campaign in Health Care Category from Daily View, a Taiwan-based social media analytics company. (3) Won the Asia Responsible Entrepreneurship Awards 2017 in Health Promotion category in Bangkok, Thailand. (4) Short listed in the “Best Use of Social Media” of PR Awards Asia 2017 in Hong Kong, China.
We formulated an omni-channel communication strategy, integrated both online and offline, to maximize the span of message delivery to the general public. Digital marketing was adopted as the main vehicle due to its high coverage and propaganda speed. The campaign was ignited by launching series of cool and fun video clips to generate attention upon the subject, and accompanied by key opinion leaders’ word of mouth, then followed by press conference and reports to magnify the impact. In addition, we rolled out 1 major parent-kid program and 226 community activities for in-depth education and prevention of the disease. This chain of events had soon gone viral throughout all social media as well as the society. The trending phenomenon of our campaign was overwhelming and encouraging given by the fact that the issue itself is quite serious and not interesting at all.