E-Life Home Appliance

MY VARIETY FATHER E-LIFE HOME APPLIANCE MALL CAMPAIGN SUMMARY: E-LIFE HOME APPLIANCE MALL TOOK THE FAMILY RELATIONSHIP AS THE STARTING POINT AND CREATED A BRANDED ENTERTAINMENT FILM. THE FILM CLEVERLY PACKAGED ITS "VALUES" AS "PRODUCTS" AND SELL TO THE AUDIENCE, WHICH CREATED AN EXTENSIVE COMMUNICATION IN A VERY SHORT PERIOD OF TIME AND LED TO VERY SUCCESSFUL MARKETING CAMPAIGN. THE BRIEF: DURING THE CHINESE NEW YEAR, TAIWANESE PEOPLE HAVE A TRADITION OF RINGING OUT THE OLD TO WELCOME NEW THINGS AROUND THE HOUSE. E-LIFE MALL, A LOCAL HOME APPLIANCE MALL IN TAIWAN, WANTS TO ENCOURAGE CUSTOMERS TO PURCHASE NEW HOME APPLIANCE PRODUCTS TO REPLACE THEIR OLD ONES. A KEY OPPORTUNITY LAY IN ELDERLIES WHO HAD OLDER HOME APPLIANCE PRODUCTS. BUT THE ELDERLY IN TAIWAN ARE WELL KNOWN FOR THEIR FRUGALITY. UNLESS THE APPLIANCE IS BROKEN TOTALLY, THEY WOULDN’T BUY A NEW ONE. HOW DO WE TACKLE THIS MARKETING CHALLENGE? THE STRATEGY: E-LIFE MALL WANTS TO BE A BRAND THAT EXPLORES FAMILY RELATIONSHIPS. THE FILM ENCOURAGES THE YOUNGER GENERATION TO EMBRACE AND TO CHERISH THE FAMILY RELATIONSHIP. BECAUSE WHEN YOUNGER GENERATION FEEL THE GRATITUDE FOR THEIR FAMILIES, THEY WILL MORE LIKELY TO PURCHASE SOME HOME APPLIANCES FOR THEIR FAMILY AS AN APPRECIATION FOR THEIR ELDERS. THE EXECUTION: WE CREATED A BRANDED ENTERTAINMENT FILM TO DEPICT A STORY BETWEEN A SINGLE DAD AND HIS DAUGHTER. AS THE DAUGHTER GROWS UP, THE RELATIONSHIP BETWEEN THEM BECOMES ESTRANGED. ONE DAY, THE DAUGHTER REALIZED THAT HER FATHER HAS DONE SO MANY ROLE- PLAYS, BUT THE ONE HE TRIED BEST IS TO BE A GOOD FATHER. WE PUSHED THE FILM WITH A 1 WEEK, ONLY $6000 US DIGITAL MEDIA BUDGET. THE FILM AIRED ON FACEBOOK AND YOUTUBE, 10 DAYS PRIOR TO THE CHINESE NEW YEAR, A TIME WHERE PEOPLE TRAVELS BACK TO REUNITE WITH FAMILIES AND SUCCESSFULLY TOUCHED MILLIONS OF TAIWANESE.