Joint Venture of Family Mart and SET TV trendy drama

To be the first in the industry that develops the placement marketing in the ending music video of the drama – customizes the shooting and the scene was set in Family Mart store

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Background

Family Mart anticipated a unique model of placement marketing. Instead of making the ordinary merchandise appeared in the scene, the brand spirit of Family Mart is brought out in the interaction between staring actors and actresses.

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Strategy

With cooperating with independent produced trendy drama of SET TV and being tailored for Family Mart to emphasize the ending music video connected to its brand image, the drama is broadcasted in 7/22-12/30 with total 23 episodes on CTS, SET TV and ETTV which accumulates the brand image.

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Performance

The average rating point is about 3-5 after the premier, high volume of audience; the shooting in the Family Mart store are placed in the drama in priority.

Media Impact

Paid Media

Average cost per 10" rating points: NTD 823.00
CPM: NTD 70.00.
Excellent performance found in post test and there are 70% of audience have the impression.
The brand preference and loyalty is increased.

Earned Media

Positive news exposure
The ending music video is viewed by over 104 thousands on Youtube

The ending music video

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