Joint Venture of Family Mart and SET TV trendy drama

First in the industry that develops the placement ending mv of the drama – the scene of Family Mart

Background

Family Mart anticipated a unique model of placement marketing. Instead of making the ordinary merchandise appeared in the scene, the brand spirit of Family Mart is brought out in the interaction between staring actors and actresses.
Strategy

With cooperating with independent produced trendy drama of SET TV and being tailored for Family Mart to emphasize the ending music video connected to its brand image, the drama is broadcasted in 7/22-12/30 with total 23 episodes on CTS, SET TV and ETTV which accumulates the brand image.
Performance

The average rating point is about 3-5 after the premier, high volume of audience; the shooting in the Family Mart store are placed in the drama in priority.

Average cost per 10" rating points: NTD 823.00
CPM: NTD 70.00.
Excellent performance found in post test and there are 70% of audience have the impression.
The brand preference and loyalty is increased.