KAISI OOLONG TEA- THE TASTE OF HOME

TitleKAISI OOLONG TEA- THE TASTE OF HOME
ClientTAIT MARKETING AND DISTRIBUTION CO.
Product / ServiceKAISI OOLONG TEA
CategoryA01. Food & Drink
EntrantEXPLORER INTERNATIONAL LTD. CO. Taipei, CHINESE TAIPEI
Idea Creation EXPLORER INTERNATIONAL LTD. CO. Taipei, CHINESE TAIPEI
Production EXPLORER INTERNATIONAL LTD. CO. Taipei, CHINESE TAIPEI

The Campaign

After Kaisi launched their Kaisi oolong tea in 1985, they created trend of tea drinking and change Taiwanese tea drinking habit. At the time, almost everyone have a Kaisi on their hand, drink Kaisi almost become a Taiwanese culture. Afterwards, the tea market became competitive, Kaisi tried different ways of promoting their tea and changing different market, but they still continue to make their tea the traditional way as always and touches costumer's childhood memory. This video shows the bond of mother and daughter, it used a exquisite way to show the love between them. from the suburban temple ge zai xì(taiwanese oppera) to the city pressure. this video reflects on lots of young people path. It walks them down to a memory road, the road of Kaisi's golden era.

The Brief

the total budget is 1200000 NTD, we tried to lower the cost as much as possible. we used 10% of the budget hired a local Taiwanese drama actress Li Pan to portrait Taiwanese mother and a new Taiwanese actress Bonnie Wang to portrait daughter to even the cost. we spend 12% of our budget on director and spend 20%on post-production. we use 5% of the budget Taiwanese opera music to bring back childhood memory. we spend 25% of the budget renting shooting equipment and spend 15% on lighting. the rest of the spending are makeup, location fee, traveling expenses and food expenses. as for media budget, we send some article about our campaign to the press and use Facebook fan page to connect to our costumer as well.

Creative Execution

after we received this case, we were very excited and horror to make a new campaign for Kaisi. we used a month to execute the project. We assemble a 30-people crew for the project. we spend two weeks to decide the script and two weeks to decide the actor and location. We shot at two different cities, one day in Taipei and one day in Yilan. In Taipei, we shot at 3 different location, bar, park and main characters office to show the main character working life and the problem she's facing. In Yilan, we shot at 4 different location, main character house, road, outdoor Taiwanese Opera stage and traditional convenient store. It shows main character memories with her mother and shows the difference of suburban and city.

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

we post this video on August 16, 2018 on youtube and till August 31, 2018 it have 1,014,040 of views and 187 comment. the comment are mostly positive and many people can connect to it. it's video have been viral on a taiwanese social media PTT and gain a lot of attention from the media as well. since we have only upload it for two week till the deadline, we are unable to pull sales information from the company yet.

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

Kaisi is a Taiwanese traditional tea brand, people commonly drink Kaisi Oolong tea on pan-toh(Taiwanese style catering) or when they watch gezaixì (Taiwanese opera) with our grandparent since Kaisi launched 30 years ago. In the film, we blend in the traditional opera and traditional songs to represent brand image and the history of the tea as well as Taiwanese cultural background, yet the story is set around a young woman to connect a closer tie to younger generation. Hence, depicting the brand 30 years history in a way that young and old generation can relate and experience.

we create a story that many young people faced in their life. they growing up in the suburban and move to the city for work. they need a certain drink or food to connect them back to home, to remind them of family and to help them get over homesick. we want Kaisi to be the drink they drink when they miss home, the drink that remind them of childhood.The Audience we are targeting for this campaign are people from 25-40, people who have live through the golden area of Kaisi Oolong tea and remind them of their childhood life. the memory they have with their parents or grandparents.

Credits

Name Company Position
Daniel Wong EXPLORER INTERNATIONAL LTD. CO. Creative Director
Stephanie Chiu EXPLORER INTERNATIONAL LTD. CO. Account Director
Anita Chiang EXPLORER INTERNATIONAL LTD. CO. Project Manager
Links
Video URL