Taiwan’s cultural creative industry products are going through a retro trend. Inspired by classic textbook character illustrations, FamilyMart produced a series of humorous manga magnets as rewards for a point collection promo event.

However, convenience store point collection events happen so frequently in Taiwan that consumers have become numb towards these promotions. Moreover, unlike its predecessors, this point collecting promo event doesn't have a specific collaborating brand or character, which makes it harder to catch consumers' interests.

Our objective is to promote the point collection event through an online campaign and encourage consumers to visit stores and redeem the magnets.

We created an online quiz based on difficulties adults may face in life and turned the manga magnets into witty answers. Adults were asked to retake 6 classes in “Lesson Never Learned” to learn irrational thinking from kids. Videos were launched on the event website and Facebook during the 3-month promo period, featuring 10 actual elementary school teachers quizzing adults about life.