BEE TOGATHER TAIWAN

TitleBEE TOGATHER TAIWAN
BrandBUMBLE BEE/ UIP
Product / ServiceENTERTAINMENT
CategoryE03. Innovative Use of Social or Community
EntrantWAVEMAKER Taipei, TAIPEI
Idea Creation WAVEMAKER Taipei, TAIPEI

Credits

Name Company Position
Perry Chang Wavemaker Associate Director

Background

Bumblebee is the sixth installment of the live-action Transformers film series. Different from the science fiction action film, the new film leads the audience to discover the rise of Bumblebee focusing more on friendship and heartwarming story. Broadly, our goal was to sustain and build upon the existing milestones of the Bumblebee franchise. Specifically, we sought to: • Communicate the film’s theme of friendship through an innovative, engrossing mobile campaign; and • Translate the uncertainty surrounding the future of the franchise into strong ticket sales.

Describe the creative idea

Dcard is a popular local social platform of colleague students which has over than 3M+ downloads only having student identify to download in Taiwan. Update the version of Dcard App to release the customized icon to pique interest and drive engagement.

Describe the strategy

The target audience -colleague students were hungry for content around the Transformers film series who emphasize to having a healthy and trusting relationship with their friends. With a penetration rate over than 90%, almost young adults in Taiwan has a smartphone. Youngers ese spend a daily average of 4.31 hours on mobile devices, which is higher than the global average of 2.21 hours. Mobile is an important medium to amplify our audience’s curiosity about the latest chapter in the saga.

Describe the execution

We boldly TRANSFORM the like icons with beloved character – Bumblebee which symbolized the core themes of the movie – friendship and togetherness. By preventing individual mobile users to view the like icons and pique interest and drive further engagement. When users tapped the “Like” or “Save” icons, a Bumblebee animation was triggered on the screen. The campaign draws users’ attention because the customized icon only delivers one day, audience would like to take more time to follow and discuss the popular issue on Dcard. It is the first time the platform applied this creative format and focus on creating buzz rather than paid media.

List the results

For the result of overall campaign execution, it achieved, • Number 1 discuss on Dcard • 5 times than average of page view • Double times engagement rate • Top of the box office for first week However, the tactical cooperation with Dcard only shared 4% of the campaign budget.

Links

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