|Title||HAVE A WIDER VIEW TO THE SEA|
|Product / Service||ORIS HAMMERHEAD LIMITED EDITION|
|Category||B01. Mobile Websites|
|Entrant||DENTSU X Taipei, CHINESE TAIPEI|
|Idea Creation||DENTSU X Taipei, CHINESE TAIPEI|
|Media Placement||DENTSU X Taipei, CHINESE TAIPEI|
|Sefica Chen||dentsuX Taiwan||Creative Director|
|Tiffany Dai||dentsuX Taiwan||Senior Copywriter|
|Max Yeh||dentsuX Taiwan||Senior Copywriter|
|Kelly Cho||dentsuX Taiwan||Senior Copywriter|
|Fuhe Hsu||dentsuX Taiwan||Programmer|
|David Wang||Little Road Design Inc.||Art Director|
|Rain Liao||dentsuX Taiwan||Art Director|
IDEA: HAVE A WIDER VIEW TO THE SEA We decided to let Taiwanese explore the sea in different eyes. Through a smartphone, we let people can dive from city into the sea as a Hammerhead Shark. With extremely broad view of Hammerhead Shark, 180 degrees, we make an underwater panorama website. By this marvelous wide view, people in Taiwan could turn the smartphone freely and discover the beauty of the ocean easily for the first time. In the ocean, we can also meet the guardians of the sea, who have quietly and diligently guarded the seas surrounding Taiwan. People can also watch documentary films about these guardians’ lives and passion, which attracts Taiwanese people’s attention to the sea.
The Hammerhead limited edition of ORIS, which is on a mission to save the world’s shark, is presented in Taiwan on July 5th 2017. To get the people’s attraction first, we held a press conference and launch the mobile campaign site in the meantime. The campaign site is included of 180-degree mobile interaction and the documentary films. Through our mobile website, people could get engagement and create connection with the sea. With the scale of the campaign, 1200k $TWD, we want to let the target audience know and identify ORIS’s action for the ocean. And the placement of media included of Facebook, popIn native AD and TA media (mobile AD network in Taiwan). What’s more, we also recruited the volunteers to join the marine conservation activity with ORIS on August 27th 2017. In response to ORIS marine conservation initiative, many people in Taiwan came to the sea to take practical actions for our local marine life.
(1) After the campaign was launched online, 100,000+ visitors coming together with ORIS to experiencing ocean beauty. Social media interaction reaching rate is as high as 372%. 30 media reports the campaign, including the top three digital news media in Taiwan. (2) The limited edition watches were all sold out in Taiwan. The sales earnings were used for hammerhead shark conservation. (3) This is the first time that ORIS linked global marine conservation initiative with Taiwan’s local ocean. (4) By understanding the importance of the sea, many Taiwanese came to the sea in the end. And together with ORIS, they joined our marine conservation activity with the guardians of the sea.
Through the survey conducted by Nielsen MI & NW & LI Taiwan 2016, it shows 71.4% of our target audience aged 25-45, outdoor-bound male in Taiwan agree on the item of “I believe my viewpoints are generally correct.” Apparently, target audience places a high importance on individual belief. This attitude coincides with ORIS brand spirit of “Real Watches for real people”. Because people couldn’t really reach the sea all the time, we chose mobile website and digital media as the communication tools. People can use their own eyes to see the ocean in different “Point Of View” without the limitation of time and space. And then they could find the guardians of the sea who has strong individual belief as role models. As a result, the distance of Taiwanese and the ocean could be shortened, and people had more tendency to do something for the sea.