Media Drive makes everyone “I See You “

i-see-you

Objectives

  1. To build the global brand awareness of Eva Air
  2. To convey the information of being the member of Star Alliance in June, 2013.
  3. To establish the global brand image of Eva Air to create the preference.

Timeline

  1. Advance notice period: 6/16-6/18
  2. Launch day (the first day of joining Star Alliance): 6/18
  3. Sustaining campaign impact from 6/19 to 7/31

Strategy

iseeyou-1

Teaser

To build up the anticipation of the audience and earn the attention

iseeyou-2

Launch Day

90”TVC premier is widely broadcasted to create the topic in public

iseeyou-3

Sustaining

The advertising exposure and effect sustained

Teaser to create anticipation (6/16-6/18)

Provides the sidelights and attracts the intensive news exposure

10” TVC / 150GRPs

iseeyou-teaser-1

76 news exposed in 2 days

iseeyou-teaser-2

3P top header and full page newspaper exposure: advance notice on TVC launch

iseeyou-newspaper

Sustaining advertising impact (6/19-7/31) on Yahoo Taiwan, digital banner of China Times exposure

iseeyou-countdown

Count-down banner produces the anticipations and attentions

Launch Day: build up the momentum by the premiere (6/18)

4 Main newspapers + finance newspapers + free newspapers

iseeyou-launchday

Ad is widely broadcasted on eight news channels

iseeyou-8showlogo

90” TVC is launched on eight news channels in the same time which has 2-3 times higher rating than the average in the period.

iseeyou-rate

Great size of the exposure of the internet video Ad initiates the activity

Sustaining Advertising impact (6/19-7/31)

iseeyou-news

Topic of “I See You” extends out

Tokyo

iseeyou-tokyo

New York

iseeyou-ny

Hong Kong

iseeyou-hk

Fukuoka

iseeyou-fukuoka

Earned Media: Publicity through internet users

iseeyou-earnmedia-1
iseeyou-earnmedia-2

Result of The Project

Youtube : 1.40 million clicks
Facebook: 170 thousand "Likes"
348 TV news reported in 6/16-7/1
The number of FB fans of Eva Air grows 4 times more in less than a week after the launch.
Read More

More successful cases

Contact Us

Contact Media Drive