PXMART HUNGRY GHOST FESTIVAL

TitlePXMART HUNGRY GHOST FESTIVAL
BrandPXMART
Product / ServiceCHAIN STORE
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY & MATHER Taipei City, CHINESE TAIPEI
Idea Creation OGILVY & MATHER Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Jennifer Hu Ogilvy & Mather,Taipei Chief Creative Officer
Giant Kung Ogilvy & Mather , Taipei Executive Creative Director
Matt Wu Ogilvy & Mather,Taipei Creative Director
Lisa Hsu Ogilvy & Mather, Taipei Copywriter
Freddie Du Ogilvy & Mather, Taipei Art Director
Rex Lin Ogilvy & Mather, Taipei Art Director
Mursay Liu Ogilvy & Mather, Taipei Copywriter
Luka Chen Ogilvy & Mather, Taipei Copywriter
Hannah Yu Ogilvy & Mather, Taipei Producer
Jack Chao Ogilvy & Mather, Taipei Business Director
Edmee Cheng Ogilvy & Mather, Taipei Account Manager
Chaoss Huang Ogilvy & Mather, Taipei Account Executive
Ging-zim Lo Ging-zim Lo Director

The Campaign

“An interactive video released in stages made ghosts seem to actually appear, generating a mass paranormal incident.” Because people can’t see ghosts, they usually ignore their existence. So we made people see ghosts. We broadcast two versions of the same TV commercial, making people think ghosts had materialized on their screens, and igniting a controversy. And in a 3-stage media campaign, we exploited the interactivity of the internet to keep people searching to uncover the real truth. When the mainstream media actively joined in reporting this mysterious case, a paranormal event erupted, and people couldn’t help but pay attention.

Creative Execution

“1 Week, different versions of the Same TVC, a 3-stage Media Campaign … A Paranormal Incident Shakes Taiwan!” (1) Invisible ghosts: On television, we released the first TV commercial film in history starring lead characters who were all invisible. News reports flooded the media. (2) The ghosts appear: Three days later, we randomly broadcast different versions of the commercial – one with invisible ghosts, and one where they materialized. Released on television, YouTube and Facebook, the commercial convinced many people they really had seen ghosts. The story continued to heat up. (3) The Big Reveal: One week later, we released a web-based interactive video, revealing the truth. The ghosts were still invisible in the video, but if anyone typed the letters “RIP” while they were watching it, the ghosts suddenly appeared. The campaign rose to a dramatic climax.

“Taiwan’s hottest marketing campaign of 2016” • Website visits instantly surged to over 700,000 in one hour, temporarily crashing the server. • The fan page was flooded with requests from viewers asking for confirmation of ghost sightings. • The video achieved over 4. 5 million views. • Fan page post engagement rate surpassed 32%, with over 29,000 shares. • 17 million Taiwan dollars in earned media. • New store memberships among young consumers grew 16% over the previous year, growing 9% more than ordinary members • Sales of 101.67 billion Taiwan dollars during Hungry Ghost Festival, up 18%

“A digital interactive campaign made invisible ghosts materialize, creating a paranormal event that got everyone’s attention.” In two versions of the same TV commercial, ghosts were invisible, and then they appeared! We took the mystery to the internet, with a web-based interactive video generating lots of consumer interaction. Activated in a 3-stage campaign, this game-changing channel strategy ignited a huge conversation about the paranormal. And even though it was taboo to talk about ghosts during Hungry Ghost Festival, we made them the hottest topic on multiple channels, and young people became eager to get involved.

Insights, Strategy and the Idea

Young people were growing less and less interested in the traditional Hungry Ghost Festival, but they felt intensely curious about any topic that was taboo. So in a 3-stage media campaign, we engineered a ghost-sighting incident. Young consumers discussed and shared the broadcast content about ghosts, and gained a fresh interest in Hungry Ghost Festival.

Links

Website URL