TIME WILL TELL

TitleTIME WILL TELL
BrandSCHRODERS TAIWAN
Product / ServiceBRAND IMAGE
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantDENTSU TAIWAN Taipei City, TAIPEI
Idea Creation DENTSU TAIWAN Taipei City, TAIPEI
Production GOOD NEWS PRODUCTION Taipei, TAIPEI

Credits

Name Company Position
Alice Chou Dentsu Taiwan Inc. Chief Creative Officer
Vincent Van Dentsu Taiwan Inc. Creative Director
Akira Chen Dentsu Taiwan Inc. Creative Director
Steve Tseng Dentsu Taiwan Inc. Associate Creative Director
Meng-Yuan Chou Dentsu Taiwan Inc. Creative Supervisor
Uta Lee Dentsu Taiwan Inc. Senior Copywriter
Albee Chang Dentsu Taiwan Inc. Senior Art Director
Irene Kuo Dentsu Taiwan Inc. Copywriter
Sharon Shieh Dentsu Taiwan Inc. Art Director
Ging-Zim Lo Good News Production Director
Sean Hung Dentsu Taiwan Inc. Executive Producer
Alan Sun Dentsu Taiwan Inc. Vice President
Tony Ju Dentsu Taiwan Inc. Group Account Director
Gina Su Dentsu Taiwan Inc. Senior Account Director
Vivian Chen Dentsu Taiwan Inc. Senior Plan Director
Neo You Dentsu Taiwan Inc. Account Manager

Why is this work relevant for Entertainment?

The video was shot like a foreign movie with English voice-over which made people forgot it was an ad. While the audience was having an emotional feedback with touching tears , they can also get the positive feeling and belief of an international brand.

Background

Schroders, a 200-years old international investment company has always applied “For what matters most” as its core brand value. As they have never done any brand advertising in Taiwan , by utilising the occasion of celebrating its 30th anniversary in Taiwan, the firm would like to demonstrate their dedication and commitment, from the past to the present and future, by keeping their promise to the Taiwanese customers: create its brand value, gain their love and trust.

Describe the creative idea

We believe, there are many things in the world cannot be seen by our own eyes but time will tell what matters most. Only “Time” can teach us what is a promise and the true value of life, which is exactly the core belief of Schroders. Great brands tell good stories. And we are here to tell a story about “Time will tell”.It is inspired by a true story happening during World War II. Through time, to witness a true commitment and its value.

Describe the strategy

Great brands tell good stories. And we are here to tell a story about “Time will tell”. Through time, to witness a true commitment and its value. The video was shot like a foreign movie with English voice-over which made people forgot it was an ad. While the audience was having an emotional feedback with touching tears , they can also get the positive feeling and belief of an international brand.

Describe the execution

It was based on a true story between two good buddies during the world whom they have promised each other to take care one’s family if one of them couldn’t make it. Unfortunately, William died and Owen, with William’s death notification, went to see his blinded mom and in order not to hurt William’s mom and also remembered what he had promised William, Owen decided to take care his mom for the rest of her life. Two people who had never met pretended to be mother and son. They both knew the truth but chose to conceal it for 42 years. Because of the love and promise, their relationship has already crossed their original bloodline and became a family. This is exactly what Schroders believe that time will tell us “what matters most”: promise is lifetime’s best investment ;Schroders will make sure there is value in your life everyday.

Describe the outcome

1.The film was viewed more than 3 million times just one week after the launch and received nearly 20,000 liked, discussions and shared. 2.The number of followers in their Facebook official fan pages grew more than 16%, with an average of bringing in 38.61 viewers per member. 3.Received many favorable reports from online media and the comment area was filled up with many touching and positive responses from both local and foreign netizens. 4.Successfully opened a good dialogue between the brand and consumers, which effectively increased it brand awareness and likeability. Letting all people know what is the best value in life.

Links

Video URL