2020 Taipei Winter Events Campaign
Over 10 million visits
Segment-driven targeting for diverse audiences
Over 1.6 million in total reach
Challenge
In the post-pandemic era of new travel behaviors, the key question was:
How do we motivate the public to get moving again?
Strategy
We introduced a highly entertaining approach centered on slogan marketing and character-driven storytelling.
By leveraging over-the-top catchphrases and quirky brand ambassadors, we injected a bold and playful tone — creating a kind of humor and chaos rarely seen in government campaigns.
To enhance audience engagement, we incorporated immersive Vlogs with direct-to-camera dialogue, an interactive website, and limited-time Instagram Stories combining Vlog clips and dynamic stickers — all designed to maximize buzz and visibility.
Results
The campaign successfully kept public enthusiasm high throughout Taipei’s winter events, reinforcing connections between the city’s seasonal festivities and its residents.
