To bring “Be a Family Person” to life, we identified three common marital problems and produced three films accordingly, which are: Habitual Latecomers, Pseudo Single-Parenthood, and Marriage Aphasia. We invited the well-known actress Chang Ching Ning, one of the most beloved celebrities in Taiwan with growing popularity among both genders, to play all three leading roles of each story, interpreting different kinds of hardship wives often meet in marriage.

Habitual Latecomers:

Some husbands consider working overtime more appealing than returning home; car seats more relaxing than the living room couch; and are willing to take whatever reasons just to delay going home.

Pseudo Single Parenthood:

Wives who have to fight alone in childcare and work-life balance while their spouses are constantly occupied with work.

Marriage Aphasia:

Being in love, some married couples used to share everything in life to each other. Now they're in a marriage, all that they share is silence.

To bring “Be a Family Person” to life, we identified three common marital problems and produced three mini-movies accordingly, which are: habitual latecomers, pseudo single-parenthood, and marriage aphasia. We invited the well-known actress Chang Ching Ning, one of the most beloved celebrities in Taiwan with growing popularity among both genders, to play all three leading roles of each story, interpreting different kinds of hardship wives often meet in marriage.

The campaign was divided into three waves, from teaser, to the release of the films, and finally attention regeneration. It was done online with no traditional media investment as suggested by two other media agencies. In terms of video platform selection, we chose both Youtube and Facebook. Some suggested that it would be more effective to upload videos on one channel only, preferably Youtube, in order to maximize views. However, we believe social networking platforms like Facebook is crucial to achieve

• Exceed campaign benchmarks achieved by previous year:

One month challenge: We reached the goal of 5 million views on Youtube & Facebook in three weeks (7/1/16 – 7/21/16), one week earlier than the due date of August 1st. Views had even doubled to 10 million in September. That's 42% of the Taiwan population! The campaign also generated 50,000 Facebook engagement, including 30,000 shares and 20,000 comments.

• Drive personal projectors sales:

We achieved 205% of YoY growth: 7 times of our 30% goal and a huge leap from the - 67% of 2014-2015.

• Earned news coverage?

We’ve earned 23 news reports within the first month of film release (7/1/16 - 8/1/16), print and TV. Mainstream TV channels that reported the films include: TVBS, NextTV, EBC, etc.