Isabelle Promo, Case study TIPS FOR PROPOSING by Bates Taipei

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market China
Agency Bates Taipei
Art Director Richard Yu, Alex Liu
Copywriter Lion Tsai, Renee Chen
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ISABELLE
Product/Service: WEDDING CAKE
Date of First Appearance: Nov 24 2009 12:00AM
Entry URL:
Executive Creative Director: Richard Yu (Bates Taiwan)
Creative Director: Lion Tsai (Bates Taiwan)
Art Director: Richard Yu (Bates Taiwan)
Copywriter: Lion Tsai (Bates Taiwan)
Copywriter: Renee Chen (Bates Taiwan)
Art Director: Alex Liu (Bates Taiwan)
Associate Art Director: Peggy Chen (Bates Taiwan)
Media placement: TV Campaign - 12 Spots - GTV - 24/11/2009
Media placement: TV Campaign - 12 Spots - WEB - 08/09/2009

Results and Effectiveness
*It had 700 thousand clicks on YouTube in only three days. *Until now, it has accumulated more than 3.3 million clicks and is still increasing. (Total population in Taiwan:21 million / Single and of marriageable age:2.77 million) *Total clicks ranked No.2 on YouTube in advertising category in 2009. *“Gemini” was awarded the most beloved Taiwanese film in 2009 by the most important advertising magazine in Taiwan. *Isabelle’s horoscope film series became one of the hottest advertising campaigns in Taiwan in 2009. *All the main medias scooped each other on this phenomenon. *The most popular TV show in Taiwan even mimicked some of the plots. *The success of the series boosted enquirers and the sales.

Creative Execution
We created an interesting and topical twelve–film series,"Tips for proposing to 12 horoscope ladies”, for marriageable people. It aimed to let them know that whenever and wherever in their daily life could be a good timing and a good place to say “Marry Me!”

Insights, Strategy & the Idea
Isabelle is a famous brand of wedding cake in Taiwan. However, the increasing trend of bachelorism and marriage at later ages combined with the global financial tsunami have caused 25% fall in the marriage rate, and dramatically dropped the demand of wedding cake. Our mission is to awaken the marriage desire of marriageable people to increase the sales.