The Campaign

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.

Creative Execution

• Implementation Interactive fridge in CVS • Timeline 2017.4.12~2017.5.9 • Placement In-store placement-7Eleven CVS (SongKao store, Taipei) • Scale One store with campaign virus video spread

Describe the success of the promotion with both client and consumer including some quantifiable results

• Business impact – sales, donations, site traffic This campaign successfully increase market sales by 20% compared to same period last year. • Response rate Photos and videos shared on social media had created 3 million views in total. The campaign also attracted proactive reports from major media, successfully creates buzz in the market • Impressions This campaign had attracted 28,326 people to participate. • Change in behavior Consumers will choose drink with special package and story-telling behind. • Consumer awareness Chia Li Won overcomes the risk that total brand new package may lose part of loyal consumers who can’t find original version. This campaign not only creates impact in CVS but also social buzz to make consumers notice the Emperor’s New Clothes.

Explain why the method of promotion was most relevant to the product or service

This interaction not just successfully secure consumers’ preference toward dramatic package change of historical brand but activated consumers advocacy of brand with proof of sales increase instead of suffering the possible sales lost from old package lovers.

• Target audience (consumer demographic/individuals/organisations) Students above college level and freshman in career who are heavy shoppers in CVS • Approach These young target consumers are tech savvy who love to share fun and novel stuffs to each other. Therefore, to create an interactive and surprised shopping experience is the best way to communicate Chia Li Won’s new package.