Creative Execution

We created an online quiz based on difficulties adults may face in life and turned the manga magnets into witty answers. Adults were asked to retake 6 classes in “Lesson Never Learned” to learn irrational thinking from kids. Videos were launched on the event website and Facebook during the 3-month promo period, featuring 10 actual elementary school teachers quizzing adults about life.

The event caused many discussions on the first day, receiving about 500 thousand views. Within six weeks, the event gained 3,420,000 views and 150,000 shares. People participated in the online quiz 110,000 times. Net users’ eager interactions reduced the psychological distance between FamilyMart and the public, encouraging more consumers to collect points and redeem store rewards!

Consumers who frequent convenience stores in Taiwan are usually college students and recent graduates. These people had just left the comfort of student life and are still adjusting to the pressures of adulthood. Utilizing this insight, we went for a humorous approach using languages and memes these online users are familiar with to reignite their passion through the most common platform they use — Facebook. We surveyed among young adults who frequently use internet and came up with a list of various awkward situations adults need to face in life. 10 actual elementary school teachers were asked to conduct the online quiz. The quiz was easily accessible through Facebook and can be quickly taken and shared amongst friends. Our strategy was to use the combination between modern jokes and an overall nostalgia feeling to induce as much interest in these online users.