Why is this work relevant for Entertainment?

Taiwan’s divorce rate ranks first in Asia and second in the world. "Married or not" is a hot topic and also closely related to home purchases. “Marriage” in Taiwanese culture also has the meaning of “build a home”. In response to the issue, we made up a fictional story about a girl who works in household registration office to encourage young people. This office is a place where marriage, divorce, birth, and death are registered. Through the eyes of the girl, leading the audience to witness her journey from doubt to belief, making Sinyi Realty a new topic among couples.

Background

Taiwan’s divorce rate keeps rising, ranking first in Asia and second in the world. Newlyweds have always been an important source of customers in the housing market. “Marriage” in Taiwanese culture also has the meaning of “build a home”. As the leading brand of the Taiwan housing industry, Sinyi Realty feels the long-term impact and wants to do something about the low marriage rate.

Describe the creative idea

To encourage young people to pursue love and no longer fear commitment, Sinyi Realty launched the brand film "In Love We Trust". In Taiwan, the household registration office is responsible for birth, death, marriage, and divorce. The film depicts the story of a girl who works here. She stands in the first scene to witness the cruelest of life separation, counting the numbers of marriages and divorces. In the end, she has lost faith in marriage and doesn’t even bother the numbers. Until one day, she met an old man who lost his wife, but her name stayed in his heart forever. She learned that there is an unchanging love in the world that can surpass life's separation and reunion. In the end, she bravely accepted her boyfriend's proposal. The simple and true story reflects the inner world of thousands of people who are afraid of marriage.

Describe the strategy

SHAPING THE TOPICAL ISSUE- Before the film was launched, we created a new term—“The Age of Doubting Marriage”—to resonate with the marriage issue. It dominated the first two pages on Google search and news reports. THE BUZZ FROM THE FILM- While the Internet was hotly discussing "to marry or not to marry," we broadcast the film to encourage young people not to be afraid of marriage. Netizens were touched by the film, left comments, and shared it. RE-REACH THE CLIMAX WITH CELEBRITIES- Key opinion leaders kept sharing, sparking celebrity discussions and media interviews.

Describe the execution

A week before the video was launched, the topic of " The Age of Doubting Marriage " was operated on the Internet, and an atmosphere of social discussion was created first. The 7 minutes and 23 seconds of the branded video was immediately launched on YouTube, allowing celebrities to continue to share and promote, to achieve the maximum share rate and discussion of the video so that the issue of trust continues to spread.

Describe the outcome

It received more than 14 million views, 4400 times shares, and 4 million likes within a week and brought up the discussion of "Fear of Marriage." Also, more than 40 news, media, and celebrities shared and reported, creating more than 10 million of the value of publicity effects. It has become the most popular advertisement in the second half of Google, and Taiwan's most popular and shared advertising on Judge Ad, the most popular professional advertising sharing platform in Taiwan.