2020 Bravo the Bear – Taipei Mascot Campaign
Year-round KOL-style mascot marketing
Bravo’s Facebook page gained 170,000+ new followers
First-ever “Bravo Car” mobile engagement unit
Challenge
As one of Taiwan’s most beloved city mascots, Bravo the Bear enjoys a large fan base.
However, its reach and engagement had declined, making it difficult to stand out amid a crowd of city mascots, illustrated characters, and popular icons.
The challenge: How do we revitalize Bravo’s visibility and redefine its brand identity in a crowded market?
Strategy
We introduced a creative concept built around an “Observation Journal” — capturing Taipei life through the eyes of Bravo, one detail at a time.
The annual campaign theme, “Notebook Taipei: 365 Days with Bravo”, turned everyday moments into delightful discoveries.
Our content ecosystem included Bravo’s weekly journal, themed calendars, event Vlogs, and extended into interactive experiences such as AR filters, GIF stickers, and festival livestreams.
We also collaborated with popular illustrators, KOCs, and launched Bravo’s mascot car at key events to increase physical presence and cross-platform engagement.
By expanding external collaborations, we reached broader audiences and reignited public interest.
Results
The campaign successfully boosted Bravo’s visibility and reestablished its brand identity, making the mascot once again a vibrant part of everyday life and urban storytelling.
