E-Life Mall: Grandpas Tv

Credits & Description:

Client: E-Life Mall
Agency: J. Walter Thompson Taiwan Taipei City, Chinese Taipei
Entrant: J. Walter Thompson Taiwan Taipei City, Chinese Taipei
Idea Creation: J. Walter Thompson Taiwan Taipei City, Chinese Taipei
Production: Spring Films Taipei, Chinese Taipei
Chief Creative Officer: I-Fei Chang (J.Walter Thompson Taipei)
Gcd: Wu, Min-Lung (J.Walter Thompson Taipei)
Acd: Dory Liu (J.Walter Thompson Taipei)
Art Director: Angela Chen (J.Walter Thompson Taipei)
Copywriter: Vik Liu (J.Walter Thompson Taipei)
Executive Production Director: Frank Hsu (J.Walter Thompson Taipei)
Film Director: Ging-zim Lo (Spring Films Taipei)
Describe the campaign/entry:
When we were children, we always had family at our side whenever we needed company.
But as we grew up, our family now older and in need of company, we unable to be constantly by their side as we battle through our own lives.
IDEA?Bringing your thoughts to those you hope to be with.
Creative Execution:
We pushed the film with a 1 week, $6000 US digital media budget.
The film aired on Facebook and YouTube, 10 days prior to the Chinese New Year, a time where people travels back to reunite with families and successfully touched millions of Taiwanese.
?The film touched millions of Taiwanese sharing the same experience. They eagerly expressed nostalgic yearning for Grandpa and Grandma, and shared many memories with their family.
?Many Taiwanese also went to E-Life Mall to buy new electronics for their grandparents as an act of caring. This results a 31% revenue growth for the E-Life Mall during the Chinese New Year.
?The film quickly received 2 million views within the first 2 days. Total views online reached 6.5 million by end of the week.
?The film was even pirated by another electronic retailer in China to promote their products.
?In Taiwan, the film was ranked as the hottest online along with Japan’s PPAP.
?And went on to become Taiwan’s most successful YouTube Ad (YouTube Ads Leaderboard) in the first quarter of 2017.
E-Life Mall created an branded entertainment film to respond to the social issue. The brand cleverly packaged its "values" as "products" and sell to the audience, which created an extensive communication in a very short period of time and led to very successful marketing campaign.
E-Life Mall found out that 1/3 of the children in Taiwan have been raised by their grandparents.
Many Parents, due to economic pressure, are forced to find work in major cities, leaving their children to live with their grandparents. Once the economic circumstance permits, the children return to their parents.
But they retain a strong emotional attachment to their grandparents in their minds. Fueling the desire to one day repay them.
E-Life Mall wants to excite the younger generation to purchase new electronics for their elders.
We created a online film following the life of a boy raised by his grandfather. When he grew up and became the same hardworking person like his parents, he began contemplating whether he had forgotten his Grandfather – the man that was his best friend growing up.