Challenge
Taiwan has the highest divorce rate in Asia and the lowest birth rate in the world. “Marriage or not” and “having children or not” are both hot topics on social media and are closely related to buying houses.
Marriage in Taiwanese culture also has the meaning of “build a home,” and newlyweds are an important driving force in house buying. Therefore, Sinyi Realty, the leading brand in Taiwan’s real estate industry, wants to deeply explore the marriage and fertility issues that the target audience cares about, and thus convey the brand spirit of Sinyi Realty, the meaning of trust to a happy family.
Solution
Create Social Buzz and Advance Involvement of Sales Representatives
Before NISSAN Taiwan can officially announce ALL NEW SENTRA’s complete spec and car viewing, we combined the car’s unique selling points with trending social topics and produced multiple marketing materials. We also loop in dealerships and sales representatives in advance so that they are able contact prospective customers first.
ENTERTAINING CONTENT
With in-depth research and observations to find trending topics, we generated series of social posts playing with trending topics, while adapted a popular Taiwan hip-hop song that embeds the car’s USPs to draw in public’s attention within a short period of time.
REDEFINE MEDIA
Refined dealership sales’ roles and saw them as individualized we media platforms that we can utilize, we involved and co-created with NISSAN’s dealership sales throughout the campaign, even in the music video’s making. In the end, we not only looped in the sales channels in advance, but also utilized them as media channels to directly interact with potential customers.
TAILORMADE OMNICHANNEL
After mapping out media resources we have on hand, we utilized different media platforms to deliver different contents/messages to different target audiences – Existing NISSAN owners; Young generation and C-segment potential customers.
Result
Successfully hyped-up consumer interest and reached remarkable sales performance
With integrated efforts between NISSAN Taiwan, various media, dealership sales and multiple other resources, the music video we produced received nearly 4 million views and reached up to 5.5 million people in total. The outstanding omnichannel marketing communication assisted NISSAN Taiwan to exceed pre-sale target by 1.5 times, led to be ranked as the 2nd best-selling car in the first month of official release in 2020, and ultimately reached a sales number that is 708% higher than same period last year(2019).
The success of the campaign is recognized and received a Silver Award in “Best Sales Conversion of the Year” and a Bronze Award in “Best Advertisement Performance of the Year” in the 2021 Brain Magazine Award.
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