| Title | MY VARIETY FATHER |
| Brand | E-LIFE HOME APPLIANCE MALL |
| Product / Service | HOME APPLIANCE PRODUCTS |
| Category | A02. Fiction & Non-Fiction Film: 5-30 minutes |
| Entrant | WUNDERMAN THOMPSON Taipei, TAIPEI |
| Idea Creation | WUNDERMAN THOMPSON Taipei, TAIPEI |
| Production | SPRING FILMS Taipei, TAIPEI |
| Name | Company | Position |
|---|---|---|
| I-Fei Chang | Wunderman Thompson Taipei | Chief Creative Officer |
| Min-Lung Wu | Wunderman Thompson Taipei | Executive Creative Director |
| Dory Liu | Wunderman Thompson Taipei | Creative Director |
| Vik Liu | Wunderman Thompson Taipei | Copywriter |
| Allison Tsai | Wunderman Thompson Taipei | Art Director |
| Ben Hsu | Wunderman Thompson Taipei | General Manager |
| Joe Chang | Wunderman Thompson Taipei | Group Account Director |
| Titan Liang | Wunderman Thompson Taipei | Associate Account Director |
| Jack Lee | Wunderman Thompson Taipei | Account Executive |
| Max Leu | Wunderman Thompson Taipei | Agency Producer |
| Ging-Zim Lo | Spring Film Production | Film Director |
| Huang Jhih-Cong | Digital Vision | Editor |
E-Life Home Appliance Mall took the family relationship as the starting point and created an branded entertainment film. The film cleverly packaged its "values" as "products" and sell to the audience, which created an extensive communication in a very short period of time and led to very successful marketing campaign.
During the Chinese New Year, Taiwanese people have a tradition of ringing out the old to welcome new things around the house. E-Life Mall, a local home appliance mall in Taiwan, wants to encourage customers to purchase new home appliance products to replace their old ones. A key opportunity lay in elderlies who had older home appliance products. But the elderly in Taiwan are well known for their frugality. Unless the appliance is broken totally, they wouldn’t buy a new one. How do we tackle this marketing challenge?
We create a film to depict a story between a single dad and his daughter. As the daughter grows up, the relationship between them becomes estranged. One day, the daughter realized that her father has done so many role-plays, but the one he tried best is to be a good father.
E-Life Mall wants to be a brand that explores family relationships. The film encourages the younger generation to embrace and to cherish the family relationship. Because when younger generation feel the gratitude for their families, they will more likely to purchase some home appliances for their family as an appreciation for their elders.
We pushed the film with a 1 week, only $6000 US digital media budget. The film aired on Facebook and YouTube, 10 days prior to the Chinese New Year, a time where people travels back to reunite with families and successfully touched millions of Taiwanese.
◆ The film has Reported by 23 news media. ◆ 4.6 million views in 3 weeks. ◆ 65% of the views are diffused without advertising. ◆ Many of the children tag their parents to show their appreciation. The home appliances become gifts and help E-Life Mall to grow the sales for 19%. ◆ But most importantly, we make more Taiwanese become better families.