Agency: X-Line Co., Ltd. (Dentsu group), Taiwan
The Summary Statement
Taiwan Star only took up 5% of market share and had only 15% of brand preference. Almost half of the consumers have low concern towards the brand. We combined "eye-caring issue" with "2017 World Sight Day" and successfully initiate main stream media to report the campaign. It not only raised the brand preference to 25% and reached the peak of people caring macular degeneration (MD) in Taiwan history. It has really affected Taiwan's legislation.
Campaign Strategy
Marketing situation
- The time Taiwanese spend surfing on the Internet every day ranks...