Background

Every time Apple launched the new iPhone; telecom companies must get ready for creating eye-catching content keeping up with trending topics right after the announcement of launch date. However, the launch date in 2018 is 21st September which is a normal weekday. How could we create a trend to catch most Apple fans ‘attention?

Describe the creative idea

We used this opportunity and the insight, create an idea of “36 reasons to take a day off”on FET’s facebook page a day after the announcement of launch date. From “working too hard to lose weight”to“attending the funeral for Mr. Cockroach ”or even ”taking a day off to consider the reason how to take a day off”, we included tons of ridiculous and hilarious reasons for fans to apply and also declare their determination off taking a day off.

Describe the strategy

The working time in Taiwan is the third longest in the world and the longest in Asia. Taiwanese labors are so hard-working and barely take any kind of leave due to the office culture. It is endurable in normal time; however, when it comes to new iPhone, taking a day off had become the most important issue for them.

Describe the execution

The launch date is a week after its announcement which is 9/21 Friday. Therefore, for those Apple fans desperately want to get a new iPhone need to take a day off. We create the idea of “36 reasons to take a day off”to answer the wish of Apple fans in Taiwan and post it as a facebook post right after the announcement of launch date. With the idea of 36 reasons to take a day off we successful make FET stand out among others telecom companies.

List the results

1. In few days this topic went viral on social with 0 production budget. 2. Performance is 2 times higher than expectation 3. Impression/ reach are both higher than 200% than usual.