|Title||BRAUN X FORMOSA CHANG|
|Brand||HENG LEONG HANG CO. LTD|
|Product / Service||BRAUN SHAVER|
|Category||A03. Durable Consumer Goods including Automotive|
|Entrant||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|Idea Creation||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|Media Placement||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|PR||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|Production||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|Post Production||UNI-SURF DIGITAL MARKETING Taipei City, TAIWAN|
|Michael Dee||UnitedCommunicationGroup||Chief Creative Officer|
|Shihyen Lee||UnitedCommunicationGroup||Executive Creative Director|
|Josephine Lin||UnitedCommunicationGroup||Group Creative Director|
|Soonteck Lee||UnitedCommunicationGroup||Art Director|
|Austin Lu||UnitedCommunicationGroup||Account Manager|
|Elton Lin||UnitedCommunicationGroup||Vice President|
Formosa Chang, a well-known celebrity who has never shaved his beard for 60 years, is also the largest braised pork rice chain restaurant in Taiwan. Formosa Chang’s beard on a billboard was shaved off by a crossover campaign with BRAUN on a stormy night, and it caught young people’s attention. The graffiti video caused a sensation on social media that successfully changed the traditional image of BRAUN. With the shaving filter, consumers create their own beard styles, share their works on social media to activate Chatbot and get coupons. The campaign successfully turned the online popularity into offline traffic.
Situation & Brief BRAUN has always dominated the electric razor market, persistently bringing forth innovative products. However, it possesses inconsequential preference and lackluster brand identity amongst young consumers; in addition, there has been fairly low social media momentum. How does BRUAN create new talks in town to captivate this generation that displays stringent fondness for the new? Objective -Build loyalty within young consumers and raise awareness about Braun among young people -Boost brand voice and establish brand image. -Increase brand preferences while increasing product sales.
BRAUN X FORMOSA CHANG “The Shave Chang’s 60-Year Beard Challenge” Formosa Chang, the largest braised pork rice chain restaurant in Taiwan, has a high reputation among young people. For 60 years, Chang’s beard has never been shaved. This time, BRAUN takes over and gives Chang the most in-style beard makeover!
The young generation is experimental when it comes to new things. Connected through smart phones 24/7, young people follow the latest trends, cling onto social media, love sharing postings, and adore intriguing ideas. Under limited budget scale BRAUN cooperated with another brand and made a crossover integrated campaign in order to have greater leverage while having a new brand image rooted in young consumers’ minds.
I. Teaser– The Mystery Attack at Midnight Triggers Talks A mysterious graffiti artist arrived at a Formosa Chang restaurant in the middle of the night, and Chang on the billboard received a beard makeover. The guerrilla was recorded on video and shared by an anonymous account. The video that captured the incident went viral. Who did it? Who had the audacity to shave Chang’s sixty-year beard? II. Launch Period – Shaving filter, Co-branding Products, and Inviting Consumers to Shave Together BRAUN and Formosa Chang collaborated to launch a “BRAUN X FORMOSA CHANG” shaving filter, worked with Chatbot, and invited fans to have a creativity showdown. They received discount coupons for both brands after showcasing their creations. Potential young buyers were drawn out from online to offline consumption. Subsequently, co-branded t-shirts that encapsulated each brand’s features were released to the market and became another trending topic on social media.
During the month of the event, 1. BRAUN’s social share of voice increased by 28 times. 2. In the 48 hours of launch, the video went viral and gained more than 1.2 million impression and was discussed on major discussion forums in Taiwan, such as PPT and Dcard. 3. 2,868 Beard style had been created by consumers and shared on social media. 4. The campaign has been approached more than 9 million people and built a strong new brand image for BRAUN.