The Campaign

Airwaves Refresher Navigation APP Most Navigation APPs are too serious and boring enough to make drivers even more dull after long distance driving. Our idea is to invite the famous comedy performing artist, William Shen, with nick name as Taiwan’s Jim Carrie, to be the APP’s announcer. Through his highly recognizable voice acting, plus funny voice content, Airwaves successfully turns the new Navigation APP into a new style refreshing tool, just like Airwaves itself.

Creative Execution

• Implementation Tailor-made navigation APP for free download • Timeline 2016.12.28~2017.3.30 • Placement APP download from Google Play (Android) / APP STORE (iOS) • Scale APP download with virus video spread / in-store POSM reminder

•Business impact – sales, donations, site traffic We successfully turn drivers into brand lovers with proof of the sales result achieving historical high to 18% growth rate in all channels, and gain 60% of market share as solid NO.1 gum brand in Taiwan • Response rate This APP became top 10 popular APP with 2 million of times of total downloads during campaign period and gains lots of talk by earned media. • Impressions This is first time that people downloaded and share navigation APP not because it’s navigation function but it’s entertainment function. • Change in behavior Through the performance of Airwaves Refresher Navigation APP , buying Airwaves before long distance driving becomes a ritual among most drivers. • Consumer awareness Airwaves Refresher Navigation APP makes drivers astonished by its practical function and value of entertainment, and the most important is to bring them refreshed.

• Take ride on the special season with traffic jam to communicate specifically with drivers to encourage the consumption during driving • Refresh the way people use navigation system just like Airwaves claimed to navigate consumers’ behavior and build new peak season of gum.