BLACK SPOT CAMPAIGN

Bronze Spike

Case Film

Presentation Image

TitleBLACK SPOT CAMPAIGN
ClientTAIWAN STAR TELECOM CO., LTD.
Product/ServiceTAIWAN STAR TELECOM CO., LTD.
CategoryA11. Consumer Services
EntrantX-LINE CO. LTD Taipei, CHINESE TAIPEI
Idea Creation X-LINE CO. LTD Taipei, CHINESE TAIPEI

The Campaign

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.

Execution

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. People was shocked by it and therefore understand the symptom of MD. 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 Scale Total yearly Budge in Taiwan, 200 thousand USD.

Tier 1: a. It has influenced legislators in Taiwan to promote the legislation. b. 28 famous and influential brands joined this meaningful event without being paid for. c. The film has generated 2 million views, and the complete view through rate is 67 %.It has generated 1500 messages, more than 8000 Likes and 5500 shares on Facebook. d. More than 40 mainstream media and 100 news report reported the campaign. The value is about 275,000 USD. • Tier 2: a. Raised awareness toward MD from 30% to 79%. b. 98% of interviewees say that they’ll start taking care of their eyes. c. MD has made the hottest Google keyword for this decade. • Tier 3: a. This event has successfully enhanced T Star’s preference by 10%. b. User number has increased by 21% in Q3 2017.

The Situation

1. Since wireless become popular, MD cases has gone skyrocketed. However, most Taiwanese are not conscious of eye-caring. 2. Taiwan Star has convinced other 28 famous and influential brands to join this meaningful event without being paid for. They all joined the event for Taiwan’s eye-caring act.

The Strategy

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. Target media TV, Interne, OOH, Physical events PR planning Taiwan Star convinced 28 famous brands and 8 influential digital media partners 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.

Credits

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 Greatland films Line Producer
AJ Lin Greatland films Director of Photography
Yu Ming Huang Greatland films Executive Producer
Links
Video URL