The Campaign

We discovered that although people often traveled with their parents when they were kids, many couldn’t recall memories of those trips when they grew up. We shared our findings online. At the end of the film, we encouraged consumers to take a trip with their parents to create new shared memories.

Creative Execution

We used social media as our primary channel for our film to help build awareness and at the same time, launch a digital activation on our official site where consumers share where they would be taking their parents, we gave away free tickets and t-shirts made for family trip as an incentive.

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

When the film hit social media, it generated more than 5.7 million views and over ten thousand shares in just 10 days. Consumers actively shared photos of themselves traveling with their parents. In less than a week, over one million users were engaged on the China Airlines official site. The records shows that the number of trips taken with parents has increased by 29% so far this year.

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

With our content, we aim to promote and own the occasion of "traveling with parents", and we used a digital activation on our official site to help strengthen the cause.

We held a survey for those who are between the ages of 30 - 50, and discovered the facts below : 4% of the children had faulty memories. 11% only held fragments of their travel memories. 72% could not recall a single thing at all. We encourage them to take a trip with their parents to create new shared memories of traveling with parents.