Why is this work relevant for Creative Strategy?

MegRhythm as a brand who brings the propose of relaxing people′s eyes and knows current people always over-using them, create a new way to promote the eye masks which no need consumer to “see” but to “listen” . That is, consumer can totally relax their eyes when they closing them and focus on listening. To sum up, the “ads by listening” not only connected to our product features deeply, but let target audiences more identify our brand value.

Background

MegRhythm is a famous brand for steamed eye masks in Japan. However, 50% consumers in Taiwan did not know the eye masks had been on the market in Taiwan, even though the selling performance has continually grown. As a result, the brand awareness still has a room to grow. By communicating all kinds of MegRhythm’s eye masks are improved to fluffier. We would expect to enhance our brand value and reputation consistently, increasing the using-frequency of current consumers, and to attract new and potential consumers who have sleeping problem.

The Interpretation of the Challenge (30% of vote)

According to the survey, female who are in the age level of 30-49 using 3C product more often. Over 82.7％ female office workers said they have high pressure from work, and 64.8% female though their family gave them high pressure, too. Over half of them have eyestrain, mental tension and sleeping problem. Most of female would find kinds of product which can relax them. On the other hand, the searching value of products which claim they can relax people in 2020, have increased 30% than 2019. In all, how to let female put MegRhythm’s eye masks on their must-buy list as a therapeutic relaxing product and become a ceremony before sleep, is our brand purpose.

The Insight / Breakthrough Thinking (30% of vote)

Attacking by convid-19 in 2020, the daily life of consumer had been deeply affected. No matter the increasing usage rate of 3C caused by work from home, or kinds of situation related to the disease bring mental pressure to people. In Taiwan, two situations were getting worse. Because of the covid-19, the programs on podcast in Taiwan had increased 2100% within half year. Most of audiences are 30s female, who are MegRhythm’s target audience.They are a group of people who had eyestrain, mental pressure and sleeping problem through their work and family. Also, all of them would find ways to relax. MegRhythm′s eye masks always bring a purpose of relaxing consumers’ eyes. On the other hand, we made lots of advertisements to ask them to “see”. Then, we get back to our original intention, creating new ads to relax consumer’s eyes by closing their eyes. Therefore, we promote the “listening-ads”.

The Creative Idea (20% of vote)

The brand new《Eyes’ relaxing booth》let people’s eyes relax before they sleep. In this booth, famous podcaster Mary as a host, offered four kinds of destress content by ASMR. Such as keyboard-typing sounds from WFH, the broadcast on airplane to whom desire to travel abroad. All the contents are exactly 20 minutes, just the same as the steam of eye masks are effective. On the other hand, we interacted with consumers by chatbot on Facebook, and sent the most suitable podcast to them. At the same time, we extended the content to off-line by creating a pop-up booth in where TA usually show up. Letting them listen to the destress podcast with the eye masks.

The Outcome / Results (20% of vote)

《Eyes’ relaxing booth》gain 6,978,760 impression in all media during this campaign. The sharing rate of activity achieves to 84% , and the sharing rate of interaction is out of expectation increase 2 times. The most important thing is that we found a group of new consumer who love classical music, which can be used as follow-up promotion thinking.