SAVOR WHILE IT LASTS

TitleSAVOR WHILE IT LASTS
Brand7-ELEVEN TAIWAN
Product / ServiceCITY CAFE
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantADK TAIWAN Taipei City, TAIPEI
Idea Creation ADK TAIWAN Taipei City, TAIPEI
Production BLUE MOON FILMS Taipei, TAIPEI

Credits

Name Company Position
Richard Yu ADK TAIWAN Chief Creative Officer
Lion Tsai ADK TAIWAN Deputy Executive Creative Director
Apple Wang ADK TAIWAN Associate Creative Director
Ennis Chen ADK TAIWAN Copywriter
Jojo Hsu ADK TAIWAN Senior Art Director
Jacky Hsu ADK TAIWAN Art Director
Ivy Lien ADK TAIWAN Agency Producer
Ging-Zim Lo Free Director

Why is this work relevant for Entertainment?

Cherry-blossom seasonal marketing, most of FMCG brands launch various cherry-blossom related product during this period. To stand out in the competitors, we utilized storytelling linking up with cherry-blossom spirit, instead of the product packaging. A short film, telling about two women with their Friendship. No matter how busy they are, they want to get together, even if only a few minutes, but just like cherry blossom, short but very brilliance. Viewers get immersive in the cherish friendship footage, comment and proactively hashtag their friends, invite them to spend some time together and have a cup of coffee.

Background

Cherry-blossom season, is a major seasonal marketing in Taiwan, most of FMCG brands will launch lots of cherry-blossom related product during this period. CITY CAFE is a leading coffee brand and its exquisite advertising are deeply rooted in consumers’ minds. For this seasonal campaign, CITY CAFE wants to keep increasing the brand preference with a unique marketing strategy of telling touching stories, to invite everyone come to have a cup of coffee and participate in such short yet beautiful cherry blossom season together.

Describe the creative idea

We utilized the cherry blossom's spirit, "vigorously blooms and withers with no hesitation, only pursuing a moment of brilliance." to come up with an idea, "Savor While It Lasts.", and producing a branded content film. Setting the theme as “Friendship”, precious and strong friendship between two women. No matter how busy they are, they seize every opportunity to gather together, even if they only have a few minutes. Although someone needs to face another's leaving, there’s no regret between their friendship because two women are honest and true to each other when they’ve been together. Just like cherry blossom, short but very beautiful. Even if the flowers are withering and falling, they are still brilliance.

Describe the strategy

CITY CAFE’s coffee has become everyday coffee for Taiwanese office workers. They work and live in the metropolis, pursuing the beautiful moments in their lives. Instead of promotions and bargains, they prefer brands that can refine themselves. These people are happy to share, and will immediately like and share a video when they feel touched. So, how could we attract these consumer to purchase CITY CAFE during this special local seasonal marketing period which there are full of various cherry-blossom related products? We find that most of the competitor brand or product use the common approach - simply exploiting the cherry-blossom appearance design on its product packaging. Therefore, in order to stand out in the competitor, we utilize to tell unique storytelling linking up with the spirit of cherry-blossom, instead of product packaging.

Describe the execution

We shoot a short film with 35mm negatives. Excellent performances and the spark between two award-winning actresses became a hot topic. Unique storytelling as well as quality, metropolitan microfilms by CITY CAFE also powerfully resonate with people. All videos released only on the official YouTube channel, the official Facebook Fanpage, the official LINE account and also in 7-ELEVEN convenience stores. It went viral within one week.

Describe the outcome

Over one million views on YouTube within one week and it’s still rising up. Over 2000 shares and more than 7000 likes on social media. Over 1500 comments on the internet within one week, which triggered a hashtag boom. There are many media reports proactively covering this campaign.