In a busy in-store environment, how can we have engaging posters that can truly connect with the consumers. How can we use a simple point of sales material to stop people in their tracks, let them pause and think about their lives, make positive connections with our brand, and affect their purchase decisions, all in one swoop?

The media team highlighted the problem that in-store posters are largely ignored in Taiwan. The strategy was not so much about placement but about transforming traditional placements into interactive sculptures and sampling booths for consumers. Posters depicting Taiwanese consumers having a good cry were created. They were made 3D to draw the consumers’ attention. These posters have endless 'tissue tears' for consumers to sample, each tissue has a humorous, self-deprecating real-life story invoking consumers to let their guard down and laugh at their own problems.

The posters gained a lot of traction on major social media channels in Taiwan as consumers related strongly with the posters and the stories in the tears. Many consumers in turn started sharing stories of their own funny and stressful problems on social media.