BLACK SPOT CAMPAIGN

TitleBLACK SPOT CAMPAIGN
BrandTAIWAN STAR TELECOM CO., LTD.
Product / ServiceTAIWAN STAR TELECOM CO., LTD.
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantX-LINE CO. LTD Taipei, CHINESE TAIPEI
Idea Creation X-LINE CO. LTD Taipei, CHINESE TAIPEI

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 NA Line Producer
AJ Lin NA Director of Photography

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.

The Brief

When it’s difficult to balance between media fee and production fee, we chose to produce impressive creative material and make it go around for the second time to spread among people. Among 200 thousand USD total budget, 70% of it is the execution cost and the 30% left is the media budget for placing the “Patient Testimony” on TV and Internet. For “Patient Testimony” and “Emotional Appeal”, the media fee is free.

Creative 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

Describe the success of the promotion with both client and consumer including some quantifiable results

Business impact a. 28 famous and influential brands joined this meaningful event without being paid for. b. User number has increased by 21% in Q3 2017. c. The film has generated about 4.2 million views. d. More than 40 mainstream media and 100 news report reported the campaign. The value is about 275,000 USD. Response rate 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. Impressions This event has successfully enhanced T Star’s preference by 10%. Change in behavior a. It has influenced legislators in Taiwan to promote the legislation. 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. Consumer awareness Raised awareness toward MD from 30% to 79%.

Explain why the method of promotion was most relevant to the product or service

Due to the high popularity of wireless, Taiwanese people have developed the habit of using cellphones for too long. Medical professions in Taiwan estimated that one out of three Taiwanese may be suffering from macular degeneration (MD) after a decade and people would be in danger of becoming blind. Most Taiwanese have never heard of it and are not aware of it. T-Star, a smallest mobile carrier in Taiwan decided to ask people to use cellphone less and lake more rest and fulfill its social responsibility.

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. 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.

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