| Title | BLACK SPOT CAMPAIGN |
| Brand | TAIWAN STAR TELECOM CO., LTD. |
| Product / Service | TAIWAN STAR TELECOM CO., LTD. |
| Category | E01. Integrated Campaign led by PR |
| Entrant | X-LINE CO. LTD Taipei, CHINESE TAIPEI |
| Idea Creation | X-LINE CO. LTD Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Mark Chang | X-Line Co., Ltd. (dentstu group) | Chief Creative Officer |
| Miro Yang | X-Line Co., Ltd. (dentstu group) | Creative Director |
| Chen Yi-Ling | X-Line Co., Ltd. (dentstu group) | Creative Director |
| Doreen Wei | X-Line Co., Ltd. (dentstu group) | Art Director |
| Lynn Lin | X-Line Co., Ltd. (dentstu group) | Copywriter |
| Alex Hsu | X-Line Co., Ltd. (dentstu group) | Agency Account Director |
| Eric Kuo | X-Line Co., Ltd. (dentstu group) | Agency Account Manager |
| Wang Xiao-hao | X-Line Co., Ltd. (dentstu group) | Executive Agency Producer |
| Vinci Chu | NA | Director |
| Jorge Lo | NA | Line Producer |
| AJ Lin | NA | Director of Photography |
In order to communicate with the public effectively, we took an innovative method to highlight MD’s symptom, the black spot in the eyes, and transform it into an interactive campaign. We chose to start the “eye care” campaign by cellphones, pads, OOH, physical events, Internet events on the “2017 World Sight Day” October 12th. Through “Black Spot” eye-caring even and patient’s experience, public’s attention towards MD was quickly arouse.
1. True Experience 28 famous and influential brands launched the “Black Spot” campaign jointly. They made the “black spot” popped up on people’s cellphones, computers and outdoor digital signage at the same time. 2. Patient Testimony Made it a hot issue among youngsters by showing a young patient’s testimony on the film. We utilize ad on TV to penetrate and use Internet platform to make it easier for people to share and discuss about it. 3. Emotional Appeal We entered elementary schools to propagate the idea of eye caring in order to trigger the changing of parents’ habit of cellphone using. • Timeline 2017/10/12~10/24 World sight day period
1. Reach: The film has generated about 4.2 million views. 2. Engagement : a. 98% of interviewees say that they’ll start taking care of their eyes. (Source: Taiwan Star) b. MD has made the hottest Google keyword for this decade. (Source: google trends) 3. Impact:? a. It has influenced legislators in Taiwan to promote the legislation. b. More than 40 mainstream media and 100 news report reported the campaign. The value is about 275,000 USD. 4. Achievement against business targets: a. Raised awareness towards MD from 30% to 79%. (Source: Kantar TNS research?2017) b. This event has successfully enhanced T Star’s preference by 10%. (Source: Taiwan Star)
Target audience People who use smart phones in Taiwan (about 17.38M) and use the Internet more than 3 hours every day. Moreover, users who still don’t have the concept of taking rest after using cellphone for long period of time. Integration We used MD’s symptom “black spot” in sight to launch “Black Spot” eye-caring campaign through cellphones, computers, OOH and Internet events. Approach Taiwan Star convinced 28 famous brands to communicate to consumers with omni-channel communication strategy on official websites, apps, FB fanpages, YouTube. LINE groups, signage in stores, and etc. to bring its social influence into full play.