SEE THE LOVE by Ogilvy & Mather Taipei for FRANZ CHINA COLLECTION

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SEE THE LOVE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market China
Agency Ogilvy & Mather Taipei
Director Masami Kamiyama
Art Director Kenny Chian, Leah Chen, Chien-Chen, Jerry Chu
Copywriter Matt Chen, Jennifer Hu
Illustrator Cheng Yu Fan, Tony Y. Hong
Released November 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: FRANZ CHINA COLLECTION
Product/Service: FINE CHINA
Agency: OGILVY & MATHER TAIWAN
Date of First Appearance: Nov 12 2009 12:00AM
Entrant Company: OGILVY & MATHER TAIWAN, Taipei, CHINESE TAIPEI
Entry URL: http://www.twseethelove.com
Executive Creative Director: Jennifer Hu (Ogilvy & Mather Taiwan)
Copywriter: Jennifer Hu (Ogilvy & Mather Taiwan)
Copywriter: Matt Chen (Ogilvy & Mather Taiwan)
Art Director: Leah Chen (Ogilvy & Mather Taiwan)
Art Director: Kenny Chian (Ogilvy & Mather Taiwan)
Agency Producer: Abby Ku (Ogilvy & Mather Taiwan)
Agency Producer: Chuang, Chiu-Chi (Ogilvy & Mather Taiwan)
Executive Director: Chu, Yu-Min (Unison Art Association)
Illustrator: Hong, Yu-Cheng (Unison Art Association)
Art Director: Chu, Chien-Chen (Unison Art Association)
Director: Masami Kamiyama
Media placement: Event Site - Online - 23/10/2009 - 23/12/2009
Media placement: Video - Exhibition on-site/Online/Showroom - 05/11/2009 - 15/11/2009
Media placement: Press Conference - Franz and Friend Restaurant/Exhibition on-site - 05/11/2009 - 12/11/2009
Media placement: Outdoor - Exhibition on-site - 09/11/2009 - 15/11/2009
Media placement: Press - Exhibition on-site - 09/11/2009 - 15/11/2009

Describe the brief/objective of the direct campaign.
Franz, a brand of delicate china, is often found in the homes of the wealthy and given as gifts. How can Franz become more approachable to more people and turn into a symbol of heartfelt emotion and everlasting love, rather than luxury décor?

Explain why the creative execution was relevant to the product or service.
Franz is a designer brand of fine china. This brand campaign used ordinary people and their love as design material to create their own piece of customised china.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created 'See The Love', a brand campaign and experimental exhibition, under the simple concept; make invisible love visible. For pairs of people (family, married couples, lovers, friends), we recorded their brainwaves and heartbeats, a representation of emotions, memories and love, and visualized them on white china plates, using several of Franz's popular patterns from nature. Participants created a plate together and were able to actually see their love, without any words or language. 15 days later, participants received their plates. Every plate is the only one of its kind in the world because every love is completely unique.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Online registration reached its quota within 3 days. Over 90,000 viewers visited the website within 1 week, three times the average. On-site registration at the exhibition exceeded capacity every day. Many news channels showed up to report our story. We even received requests to extend the exhibition. But nothing can compare to the touching moments we witnessed everyday on site, like when a family was brought back together. Once torn apart by their son's depression, the family rediscovered their love at the exhibition and embraced each other in tears. This was truly the best result.