MEI-CHAO: REVENGE

Credits & Description:

Category: Best Use of Cinema

Advertiser: VITALON

Product/Service: MEI-CHAO DIET TEA

Agency: BATES TAIWAN

Date of First Appearance: Apr 29 2010 12:00AM

Entrant Company: BATES TAIWAN, Taipei, CHINESE TAIPEI

Executive Creative Director: Richard Yu (Bates Taiwan)

Creative Director: Lion Tsai (Bates Taiwan)

Associate Creative Director: Vivien Chou (Bates Taiwan)

Copywriter: Lion Tsai (Bates Taiwan)

Copywriter: Renee Chen (Bates Taiwan)

Copywriter: Faye Chang (Bates Taiwan)

Art Director: Richard Yu (Bates Taiwan)

Art Director: Vivien Chou (Bates Taiwan)

Art Director: Elven Liu (Bates Taiwan)

Associate Art Director: Peggy Chen (Bates Taiwan)

Media placement: TVC 70" - Vie Show Cinemas - 29/04/2010



Results and Effectiveness

After this film showed in the cinema, it immediately grabbed huge attention. Now, many audiences not only have the high-calorie foods in their hands, but also Mei-Chao Diet Tea when seeing movies. And the sales increased by 40%.



Creative Execution

This commercial was made as a mini-movie and shown along with the actual movies as a trailer at the beginning when consumers were waiting for the movie with high calorie foods in their hands. Thinking the commercial was part of the movie or a new movie trailer, they unexpectedly saw that, but realised it was actually a commercial for Mei-Chao Diet Tea. And this was impressive.



Insights, Strategy & the Idea

Mei-Chao Diet Tea is the leading brand of diet tea in Taiwan. “The Choice” for consumers since launch. Taiwanese people love to eat very high-calorie foods such as popcorn and hot dogs when seeing movies. For that reason, the strategy is to remind the audiences that when eating high-calorie foods and enjoying the movie, they should drink Mei-Chao Diet Tea to balance out. Thus the sales will be increased.