To convey the information of being the member of Star Alliance in June, 2013.
To establish the global brand image of Eva Air to create the preference.
Timeline
Advance notice period: 6/16-6/18
Launch day (the first day of joining Star Alliance): 6/18
Sustaining campaign impact from 6/19 to 7/31
Strategy
Teaser
To build up the anticipation of the audience and earn the attention.
Launch Day
90”TVC premier is widely broadcasted to create the topic in public
Sustaining
The advertising exposure and effect sustained.
Teaser to create anticipation (6/16-6/18)
Provides the sidelights and attracts the intensive news exposure.
10” TVC / 150GRPs
76 news exposed in 2 days.
3P top header and full page newspaper exposure: advance notice on TVC launch.
Sustaining advertising impact (6/19-7/31) on Yahoo Taiwan, digital banner of China Times exposure.
Count-down banner produces the anticipations and attentions.
Launch Day: build up the momentum by the premiere (6/18)
4 Main newspapers + finance newspapers + free newspapers
Ad is widely broadcasted on 8 news channels
90” TVC is launched on eight news channels in the same time which has 2-3 times higher rating than the average in the period.
Great size of the exposure of the internet video Ad initiates the activity.
YouTube
Master Head 6/16
First View
Facebook
Master Head 6/16
FB posted articles/banner
Sustaining Advertising impact (6/19-7/31)
Topic of “I See You” extends out.
"I See You" is not only in Taiwan
tokyo
new year
Hong Kong
Fukuoka
Earned Media: Publicity through internet users
Result of The Project
Youtube : 1.40 million clicks
Facebook: 170 thousand "Likes"
348 TV news reported in 6/16-7/1
The number of FB fans of Eva Air grows 4 times more in less than a week after the launch.
new year
Hong Kong
Fukuoka
