| Title | HAVE A WIDER VIEW TO THE SEA |
| Brand | ORIS |
| Product / Service | ORIS HAMMERHEAD LIMITED EDITION |
| Category | C01. Use of Digital in a PR campaign |
| Entrant | DENTSU X Taipei, CHINESE TAIPEI |
| Idea Creation | DENTSU X Taipei, CHINESE TAIPEI |
| Media Placement | DENTSU X Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| 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. With the scale of the campaign, 1200k $TWD, we want to let the target audience know and identify ORIS’s action for the ocean. 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. People could came to the website and see the beautiful relationship between the ocean and Taiwanese people.
(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) By understanding the importance of the sea, many Taiwanese came to the sea in the end on August 27th 2017. And together with ORIS, they joined our marine conservation activity with the guardians of the sea. (3) The limited edition watches were all sold out in Taiwan. The sales earnings were used for Hammerhead Shark conservation.
This work is about a marine conservation action of ORIS. We try to use digital tools to let the target audience know the importance of the sea, and the belief of ORIS to support for the ocean and marine creatures.
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.