Why is this work relevant for Entertainment?

For Taiwanese customers, BenQ is a gradually aging home entertainment brand that people barely remember. Nowadays, people can find recreation with mobile or other electronic equipment. Projector is no more a choice for home entertainment. Therefore, we recreated the image of BenQ projector. We had done a social experiment on the theme of family and recorded on video and successfully built up a unique brand image of BenQ projector in customer’s mind so that when people are considering equipment for home entertainment, they regard BenQ projector not only as a projector but as a catalyst for further building stronger relationships.

Background

BenQ is once a well-known home entertainment brand in Taiwan. Nevertheless, the fierce competition in the consumer electronics market among brands from the world makes the products become less differentiated. What’s more, almost every people find recreation with their mobile, tablet pcs, or other electronic equipment. BenQ entertainment projectors are no longer in their list. In general, most of the projector brands make rational appeal advertising to customers with the benefits of the products. For those who have no ideas about the projectors, the hard and rigid terms can barely attract their attention and help them differentiate the brands. Hence, through the communication campaign, BenQ hope to arouse their interest in projectors, rebuild a strong brand image in their minds, and in the end make them become the users of BenQ projectors.

Describe the creative idea

We designed a social experiment regarding “family” that could tighten family bonds. We separately filmed a couple that had been married for ten years. Through our designed scripts and edited scenes, the couple performed how they first met years ago. BenQ is a gradually aging home entertainment brand, we try to remind people by the creative film that home is where we really share the moment.

Describe the strategy

We started from thinking why people would watch films with projectors instead of cell phone, tablet pcs, and televisions. By interviewing many projector users with qualitative research method, we found out that many of them, especially parents, would share their wonderful memories using projector to watch films with their children or partners together. To join an adventure together or to go through a romantic love story with each other are the main reasons for them to continuously use projectors. We also discovered that being able to absorbedly watch films on big screens with one’s family and friends without being disturbed and thus getting to involved in the plots are what smaller screen devices like cell phones and tablet pcs couldn’t compete with. Based on this insight, we tried to call out to the families that had never even thought of using projectors.

Describe the execution

We invited a couple that had been wedded for a decade respectively to the audition by different crews, under the name of different advertisements. Their precious love story that we collected from the interviews turned out to be the plot of the play. They were set up to act with another actors. Then, by editing the scenes, we created the effect as if the husband and the wife were acting the moment ten years ago together. In the end, they watched the film projected by BenQ’s projector together. We try to convey the idea that we should all put ourselves into our roles every moment together.

Describe the outcome

The video turns out to be a hit, earning millions of views with limited media budget. Before we move on to creative thinking, the clients once asked in a meeting, “Can this ad make those middle-aged like me sit on the sofa with their wife, hands holding watching movie together?” Sometimes the building of a relationship is not the use of a small screen device could help. The projectors are still out of stock and this is the best proof.