Why is this work relevant for Brand Experience & Activation?

Based on the slogan, "Change for the better", ORIS Taiwan also wants to take some actions in local. ORIS is known for its diving watch, so we are getting involved in Marine conservation from exploring indigenous Taiwanese species. Localizing and making actual connections between the concept and Taiwanese people. Bringing the process of the clownfish restoration to life by portable devices and lowering the requirements of the adoption program and technical cascade with "calendar reservation". It reminds participants to revisit the web- site, which allows them to have a closer bond with the experience of restoring life in real time.

Background

Given Taiwan the island’s unique geographic location, the local Taiwanese have always thought Taiwan has some of the world’s richest marine resources and a tremendous diversity of marine life. However, people don’t know there are many species endangered will affect entire marine ecosystem. ORIS, the Swiss brand, has been living up to its brand mission "Change for the Better", making positive changes through restoring marine resources for a sustainable marine ecosystem. ORIS Taiwan is also taking a big step toward marine conservation and ocean protection locally. We would like to awake the Taiwanese to conserve marine wildlife and protect the ocean locally.

Describe the creative idea (20% of vote)

To awake Taiwan people to conserve marine wildlife, we start with the one and only endangered in number, indigenous Clownfish specie of Taiwan "Clark’s Anemonefish". According to the data from Taiwan Ocean Conservation and Fisheries Sustainability Foundation, Clark’s Anemonefish are endangered by overfish. Let’s adopt a clownfish online with ORIS. We anticipate to spread the idea of restoring Taiwan’s aboriginal clownfish, turning people’s perspective on environmental protection via online virtual adoption program.

Describe the strategy (20% of vote)

When the movie "Finding Nemo" came out, Taiwanese fell in love with the adorable clownfish much like the rest of the world and clownfish became one of the most common ornamental fish in Taiwan. People who bought clownfish for ornamental fish didn’t know that there once were indigenous clownfish beneath the deep waters of Taiwan’s North-East cape, but the number has sharply declined as a result of overfishing with a disrupted sea anemones lifecycle consequently. An Innovative Immersive Experience: a Clownfish Adoption Program online as if on scene. Thus, we invite people to join the journey from captive breeding to release back into the ocean, and educate them how important the marine conservation is in the same time.

Describe the execution (30% of vote)

We partnered with National Taiwan Ocean University and Taiwan Ocean Conservation and Fisheries Sustainability Foundation to deploy the Clark’s Anemonefish captive-breeding program from June to August in 2021. At the same time, we invited Taiwanese to take action-adopt a clownfish online, to be a virtual parent! Through pushed notifications, foster parents could experience first-hand parenting journey with virtual interactions, and witness the entire captive breeding program. Everyone could be a clownfish saver! 1.Utilizing digital device and calendar appointment, establish synchronized companionship. With ease of access to smartphones and through technical cascade of the calendar booking system, the synchronized system sends pushed notifications to adopter/foster parents in every stage, then bringing foster parents back to our website for parenting engagement. 2.Witnessing the process of clownfish restoration. We record it in the field, the life span of a Clark’s Anemonefish. From Breeding > Hatching > Growing > Release.

List the results (30% of vote)

1. Nearly 60% of consumers who browsed the adoption website has taken part in the program and adopted a clownfish. Event participation rate is 2 times higher, whereas event sharing rate is 3 times higher than average rate in local market. ORIS social engagement grows after the campaign launched. 2. The endangered indigenous clownfish has successfully gained attention and awareness from people through the virtual adoption program online, with proactive sharing publicity expanded. 3.Under a limited budget ($20,000 including production and media) , precise advertisement delivered with limited media resources with a CTR exceeding 120%.

Please tell us how the brand purpose inspired the work

Live up to ORIS’s brand mission “ Change for the better”, by each year launching limited edition diver’s watches to promote oceanic protection in the long- term with marine protecting facilities around the globe. By doing it’s part, it raises public awareness in conserving the ocean. The brand attracted consumers who care about the global environment. They become our ambassador localization of ocean protection, the elevation of awareness to convincing Taiwanese people to put to action has became the premier challenge of marketing strategy in Taiwan.