| Title | THE NEW EPISODE OF EMPEROR'S NEW CLOTHES-INTERACTIVE FRIDGE |
| Brand | UNI-PRESIDENT |
| Product / Service | KING OF TEA |
| Category | C03. Ambient Use of Digital Technology |
| Entrant | 10 PERCENT ACTIVATION CO., LTD. Taipei City, CHINESE TAIPEI |
| Idea Creation | 10 PERCENT ACTIVATION CO., LTD. Taipei City, CHINESE TAIPEI |
| Production | ULTRA COMBOS Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Ben Chou | 10 percent activation | Group Creative Director |
| Houcheng Lu | 10 percent activation | Associate Creative Director |
| Jay Wen | 10 percent activation | Associate Creative Director |
| IslaTung | 10 percent activation | Associate Creative Director |
| Kylie Wang | 10 percent activation | Senior Copy Writer |
| Akira Chen | 10 percent activation | Art Director |
| Vera Fang | 10 percent activation | Designer |
| Vivien Chang | 10 percent activation | General Manager |
| Aaron Chen | 10 percent activation | Deputy General Manager |
| Danny Chuang | 10 percent activation | Group Account Director |
We are afraid that consumers may not easily find the new package of Chia Li Won in front of fridge since they might be used to the original version. Therefore, the best way is to involve them into marketing concept-- Chia Li Won change new clothes, so do you. The idea is from the fable --Emperor’s New Clothes. But this time we create the new episode of Emperor’s New Clothes that everybody can notice. We created a special interactive activity in CVS channel. When consumers walk to the refrigerator for Chai Li Won, the sensor would detect the action of hand movement picking up Chia Li Won and turn the glass door into an interactive monitor, which would let the consumer dressed up in different King’s new clothes matching with the flavor he/she chooses and become King of Tea in a second.