Cultural / Context information for the jury

According to Taiwan Communication Survey, the ratio of male and female members at major e-commerce platforms is half and half. However, when it comes to overall campaign participation and consumption contribution, 80% are female shoppers. Obviously, females have become the leaders of the consumer market. The biggest concern for “PChome24h” over twenty years, was due to the brand name being often misunderstood for selling high-tech products only. Even though there're as many as 4.5 million non-electronic items, Pchome24h is seldomly regarded as the priority shopping channel for women. Objective: 1. Attract female shoppers' attention and interest to the brand on International Women's Day in March 2. Increase female shoppers’ purchase frequency and amount at PChome24h 3. Increase the number of new female memberships

Write a short summary of the ambient work.

We created the world's first finger mask designed to “relieve tired fingers after online shopping”. Cooperated with well-known mask brand to create a scaled down version from the real facial mask. Each piece provided finger relief, maintenance and care functions, allowing "fingers", the shopping comrade for female shoppers, to get a complete relaxation before they continue next purchasing. We set the finger mask as a product that can only be purchased after shopping at PChome24h, aiming to attract female shoppers who like to share novelties in social community to come to shop, effectively boosted the overall sales. With unboxing contents and reviews actively sharing from fashionistas and beauty influencers, also the feature of finger mask which is easy for derivative-creation has successfully created a viral sharing trend. We’ve taken the online customer experience even further to create an actual finger spa, providing hand relaxation courses after a shopping spree.