As a century-old local brand, HeySong needed a new way to speak to Gen Z on their terms. With loneliness rising and many young people more comfortable interacting with virtual characters than opening up in real life, the brand looked for a scalable, low-pressure channel to start real conversations.
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Organic Shares
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Voices Found an Outlet
The Challenge
Gen Z faces a growing “loneliness epidemic” as face-to-face interactions decline. Many struggle to express their feelings. HeySong, a century-old Taiwanese beverage brand, is evolving to connect with younger audiences—seeking fun, innovative, and relatable ways to reach Gen Z.
The Solution
Blending creativity, culture, and AI, HeySong launched the “Heartfelt Wishes Fantasy Beast” to connect with Gen Z through smart vending machines on campuses. By speaking their feelings into their phone, users receive a unique AI creature that evolves with every shared thought—gaining new, cool looks. This encourages Gen Z to keep expressing themselves. The campaign toured universities across Taiwan and used tools like LINE Beacon to ensure each student could feel the presence of their own companion beast.
The Results
The campaign helped nearly 30,000 voices find an outlet, with over 50,000 shares.
HeySong teamed up with psychologists to publish the “Heartfelt Wishes Fantasy Beast White Paper,” revealing four key concerns: relationships, future pressure, financial stress, and body image anxiety.
Experts noted that the evolving AI beast offered a safe space to share and constant support, making Gen Z feel seen and understood. Through this, HeySong successfully built a deeper emotional connection with Gen Z.
Innovating to Impact
Innovative Integration of AI and Culture to Foster Emotional Connections
Blending creativity, culture, and AI, the campaign created an interactive experience that let Gen Z voice their feelings to summon a personalized Fantasy Beast. Its evolving form encouraged ongoing engagement, turning tech into emotional companionship.
Effective On-the-Ground Promotion and Community Engagement
By embedding smart vending machines and LINE Beacon tech into university campuses, the campaign met Gen Z in their daily lives—lowering barriers, sparking real-time interaction, and refreshing the brand’s image through meaningful engagement.
Awards Won
2025 Click Awards
- AI-Generated Content Application Gold
- AI Interactive Experience Gold
LINE Biz-Solutions Awards 2024
- Best OMO
2024 DSA
- Best Mobile Advertising Marketing Silver
- Best Location-Based Marketing Activation Bronze
2024 4A Creative Awards
- Best Media Innovation Silver
- Best Digital Visual Merit
2024 TIMES Award
- Technical Category｜Best Interaction Design Merit
- Best Animation Merit
2024 Click Awards
- Interactive Creativity Merit
- Marketing Innovation Merit
- Private Traffic Marketing Merit
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