Isabelle DM HOW TO WIN OVER 12 WOMEN by Bates Taipei

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Industry Baking, Cakes & Desserts
Media Direct marketing
Market China
Agency Bates Taipei
Director Ging-Zim Lo
Executive Creative Director Richard Yu
Creative Director Lion Tsai
Art Director Alex Liu, Peggy Chen
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: BESPOKE CUISINE
Date of First Appearance: Mar 8 2010
Executive Creative Director: Richard Yu (Bates)
Creative Director: Lion Tsai (Bates)
Senior Copywriter: Renee Chen (Bates)
Art Director: Alex Liu (Bates)
Art Director: Peggy Chen (Bates)
Agency Producer: Ray Chang (Bates)
Director: Lo Ging Zim (Greatland Films)
Media placement: TVC Campaign - GTV - 16 March 2010
Media placement: Internet - Youtube - 8 March 2010

Describe the brief/objective of the direct campaign.
In 2010 with the financial crisis, marriageable people feared getting married, and this phenomenon caused the marriage rate to decline in Taiwan, and also impacted on the sales volume of wedding cakes. For that reason, the advertising strategy of ISABELLE focused on creating a TV commercial to generate a popular topic for our target, the marriageable people, even to encourage them to bravely say “Marry me!" Afterwards, the marriage rate could be rose, the sales volume of wedding cakes could be increased as well.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the campaign “How to win over 12 women” which concentrates on the each star sign of women’s characteristics to create the exclusive method of courtship, moreover, to integrate the film techniques with modern romantic and real life style, therefore, the stories could be happened to real life in Taiwan. It aimed to let the marriageable people know that whenever and wherever in their daily life could be a good timing and a good place to say “Marry Me!" Consequently, the film attracted the marriageable people’s attention, and became a popular topic from business to life.

Explain why the creative execution was relevant to the product or service.
In order to close our target, the young generation, and make a topic which would be discussed to raise the idea of marriage, for this reason, we considered about the topic which could attract the marriageable young adults who are aged 25 to 35, therefore, we found that if the topic is relevant them, will be attracting people’s attention and discussion easier. Such as star sign, everyone has own star sign and is interested in. Hence, we focused on the marriageable men and women to design an advertising which relates to 12 star signs. These adverts first aired on TV, which directed the audience to the website and youtube.

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.
This film, until now, has accumulated more than 4.3million clicks on Youtube and is still increasing. The total clicks for the year ranked No.2 on Youtube. Many internet users in Greater China share this film, the total clicks are over 1.5million. Raising the Isabelle brand image and awareness has helped their expansion of retail stores in China. Besides, all the main Medias scooped each other on this phenomenon. Even the most popular TV show mimicked the plots. The success of the film boosted enquirers and the sales. The film became the hottest advertising campaigns in Taiwan in 2010.