| Title | THE BROTHER WHO NEVER GROWS UP |
| Brand | E-LIFE HOME APPLIANCE MALL |
| Product / Service | E-LIFE HOME APPLIANCE MALL BRANDING |
| Category | A03. Online: Fiction |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Idea Creation | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| I-Fei Chang | J. Walter Thompson Taipei | Chief Creative Officer |
| Wu, Min-Lung | J. Walter Thompson Taipei | Group Creative Director |
| Dory Liu | J. Walter Thompson Taipei | Associate Creative Director |
| Allison Tsai | J. Walter Thompson Taipei | Art Director |
| Vik Liu | J. Walter Thompson Taipei | Copywriter |
| Max Leu | J. Walter Thompson Taipei | Producer |
| Ging-zim Lo | Spring Films Taipei | Film Director |
| Ben Hsu | J. Walter Thompson Taipei | Deputy General Manager |
| Joe Chang | J. Walter Thompson Taipei | Account Director |
| Titan Liang | J. Walter Thompson Taipei | Account Manager |
| Jason Lu | J. Walter Thompson Taipei | Senior Account Executive |
E-Life Home Appliance Mall wants to be a brand that explores family relationships. The brand encourages people to embrace and to cherish the family relationship. Because when people feel the gratitude for their family, they will be more likely to purchase home appliances for their family to show appreciation and love for their family. We created an entertainment film. The film portrays an elder sister and younger brother who fought with each other continuously from childhood. Until one day the brother began to reflect on his relationship with his sister and how much he appreciates her and values their relationship. IDEA?Learning to be each other’s best family.
We pushed the film with a 1 week, $6000 US digital media budget only. The films have been placed on the official website of E-Life Home Appliance Mall, Facebook and YouTube, and successfully touched millions of Taiwanese.
?There are about 23 million people in Taiwan. The film reached 5.9 million views on the month the film was released. ?The film spread rapidly in Taiwan, China and Hong Kong, reaching 41.191 million views in total, and has become the most popular film of China Weibo. ?The film has received extensive media coverage in Taiwan, Hong Kong and China. ?Out of every 2 people who like the film, one would even share it on their social media. More people directly tag their brothers and sisters on their social media to express their gratitude to them. ?This resulted in a 26% revenue growth for the E-Life Mall. But most importantly, it allowed Taiwanese to appreciate their family and embrace family relationships.
E-Life Home Appliance Mall created a branded entertainment film to respond to the social issue. The brand cleverly packaged its "values" as "products" and sell to the audience, which created an extensive communication in a very short period of time and led to very successful marketing campaign.
Based on data, E-Life Mall found out that over 60% of Taiwanese families are dual-income families. As a result of busy working parents, the siblings must cooperate closely with one another, thus occasional friction is quite likely. 50.6% of children don’t think that they have a good parent-child relationship or sibling relationships at home. No one is born to be a good brother or sister. When many brothers and sisters grow up and experience more of life, they learn to start appreciate their family relationships and start to become good family to each other. The strategic aim was for such brothers and sisters to take the initiative to help each other buy new appliances, such as gifts, as a way of showing appreciation for each other.