MEI-CHAO Promo, Case study REVENGE by Bates Taipei

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market China
Agency Bates Taipei
Art Director Richard Yu, Elven Liu, Vivien Chou
Copywriter Lion Tsai, Renee Chen, Faye Chang
Released April 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: VITALON
Product/Service: MEI-CHAO DIET TEA
Date of First Appearance: Apr 29 2010 12:00AM
Executive Creative Director: Richard Yu (Bates Taiwan)
Creative Director: Lion Tsai (Bates Taiwan)
Associate Creative Director: Vivien Chou (Bates Taiwan)
Copywriter: Lion Tsai (Bates Taiwan)
Copywriter: Renee Chen (Bates Taiwan)
Copywriter: Faye Chang (Bates Taiwan)
Art Director: Richard Yu (Bates Taiwan)
Art Director: Vivien Chou (Bates Taiwan)
Art Director: Elven Liu (Bates Taiwan)
Associate Art Director: Peggy Chen (Bates Taiwan)
Media placement: TVC 70" - Vie Show Cinemas - 29/04/2010

Results and Effectiveness
After this film showed in the cinema, it immediately grabbed huge attention. Now, many audiences not only have the high-calorie foods in their hands, but also Mei-Chao Diet Tea when seeing movies. And the sales increased by 40%.

Creative Execution
This commercial was made as a mini-movie and shown along with the actual movies as a trailer at the beginning when consumers were waiting for the movie with high calorie foods in their hands. Thinking the commercial was part of the movie or a new movie trailer, they unexpectedly saw that, but realised it was actually a commercial for Mei-Chao Diet Tea. And this was impressive.

Insights, Strategy & the Idea
Mei-Chao Diet Tea is the leading brand of diet tea in Taiwan. “The Choice” for consumers since launch. Taiwanese people love to eat very high-calorie foods such as popcorn and hot dogs when seeing movies. For that reason, the strategy is to remind the audiences that when eating high-calorie foods and enjoying the movie, they should drink Mei-Chao Diet Tea to balance out. Thus the sales will be increased.