Background

In Taiwan, 70% of the total adoption for the strays were accounted through animal shelters. In 2021, the epidemic broke out in Taiwan, public institutions were not open to the public unless necessary, and various activities were cancelled or postponed. Likewise, stray animal shelters were closed and adoption activities could not be held as usual, which greatly affected adoption rate. On the other hand, people are asked to go out less. People began to stock daily necessities by online shopping. Apparently "online activity" becomes the best outlet for spending time. PChome24h shopping has been concerning about the stray animals for years. They want to initiate a campaign in response to the epidemic. Utilizing the insights of the high online shopping frequency during the epidemic, and expected to amplify the discussion of "stray animal adoption" among Taiwanese people during the epidemic through its own brand power.

Describe the creative idea (30% of vote)

Shipping Box In order to mix the concept of "shipping box" and "deliver stray animals to home", we made 1:1 scaled stray animal stickers of various sizes, stuck in three common size shipping boxes, and sent them along with the ordered product to shoppers' home. The stickers are made of kraft paper with a similar color to the box, so that the strays can be perfectly integrated with the carton, presenting the visual effect of real stray animals sitting in the carton. Every sticker is with a QRcode, allowing shoppers to instantly get the adoption information while opening the box. Instagram Filters We turned every stray animal into an filter. Consumers could take photos to experience the realism of pet staying by side. Moreover, we used the filter toggle function to create concise information and right notion of adoption in the filter. Consumers simply share to social media by one-click.

Describe the strategy (20% of vote)

Insight One Due to the outbreak, stray animal shelters were faced closure and adoptions events were unable to proceed as usual. But on the contrary, the more severe the epidemic, the higher the demand for online shopping. Apparently, "shipping box" became the most obvious media during the epidemic. Not only that, stray animals are often discarded in roadside cartons, waiting to be discovered and rescued, so we decided to utilize our owned shipping box to associate with the consumer. Insight Two Although it is common to see stray animal adoption information on social media, it is often by animal welfare group or pet owners. We found that the reason why general people do not like to share actively is because of the text editing for adoption information. Insight Three In many countries where the epidemic broke out earlier than Taiwan, where there is an incline of animal abandonment.

Describe the execution (20% of vote)

We utilized the "shipping box" the shoppers will definitely receive as the exposure media. While unboxing products, the surprise of seeing 1:1 stray animal pasted in the carton, will drive people to scan the QR code in the box to learn more online. And because of the 1:1 dislocation visual design, it looked like a real stray animal sitting in the carton. Extending the unboxing concept to the online experience, we created an Instagram filters, people can free to move and zoom according to the environment, experience the reality of stray animals accompanying them, and even creating more UGC. We also cleverly use the filter toggle function to simplify the information, allow people share the content with simply one-click. In order to avoid impulsive adoption, we promote the correct concept of NO pet abandonment in shipping box, filters and social posts to improve more recognition for the campaign.

List the results (30% of vote)

With 0 media budget, the campaign achieved a sensation on social media. - Related posts and event filter got over thousand shared - Creating nearly 4000 interactions - Adoption inquiry rate for animal shelters increased drastically - Reached more than 100,000 people - Promotion performance exceeded expectations by 500%

Please tell us how the brand purpose inspired the work

PChome 24h Shopping, the largest e-commerce platform in Taiwan, (from the supply /development of tens of millions of products, to delivery services) has always been committed to the products that they deliver to shopper's home will be fond of. Due to the outbreak, the adoption of stray animals was completely suspended. Based on its original intention, we came up with a simple idea and cooperated with Taiwan Stray Animal Fond. Through the PChome24h own shipping box, randomly sending the original size photos of the stray animals who are waiting for a home to the shoppers and introduced to them, let the stray animals have the opportunity to become family members and be loved by them.