Campaign Background
An internet marketing approach was used to promote the “Ministry of Finance Alcohol Quality Certification System” aimed at raising awareness of the “Alcohol Quality Certification Label” and strengthen the marketing and promotion of quality wines and liquors. The campaign’s specific goal was to get consumers to understand the significance of certification labels and market quality alcoholic beverages.
The campaign relied in part on designing creative, eye-catching visuals, converting them into attractive event pages and leveraging them in conjunction with social community engagement, internet prize drawings and consumer interaction. KOL Rosalina’s Kitchen also participated, using videos to promote the certification label for fine wines and liquors.
In the past, efforts to promote alcohol quality certification labels have focused on “safety,” telling consumers that products with labels were safe to consume. But because alcoholic beverages are mass-consumption products and also luxury products, we felt it was important to emphasize their quality as well as their safety. We therefore used digital marketing tools to extend the label’s guarantee of “safety” to “quality,” and bolster the label’s image and recognition to get more liquor vendors interested in using it
Main visuals:
First phase: Remember the W label for Safety
Link to landing page: https://events.7to.com.tw/landingpage/20nta_Wine/01/
Ad elements
Second phase: Remember the W label for Quality
*Transcended the limitations of static print media ads; used 10-second videos to communicate the main visuals
Link to event site: https://events.7to.com.tw/landingpage/20nta_Wine/
Ad Elements
Prize-draw to boost internet interaction
Two digital online activities were devised to increase interaction with consumers and in turn help them recognize the label and understand its significance. The planning of these activities followed two main principles – to be simple but somewhat challenging. Simple meant making it so that anyone could easily participate; “somewhat challenging” referred to making the games challenging enough to be interesting and fun for participants.
First phase: Win a prize from a screenshot – watch a video, win spending money
When the Alcohol Quality Certification W Label appeared on the influencer’s video, the screen uploaded a comments section that gave people the chance to draw for cash prizes to be spent at convenience stores
Second phase: You are a W detective and could win a NT$300 shopping code
All you have to do is identify a premium liquor with Alcohol Quality Certification and you have a chance to receive a code to access funds for use at a convenience store
Rosalina’s Kitchen YouTube Channel
Information on Alcohol Quality Certification was embedded in videos shown on KOL Rosalina’s Kitchen YouTube channel; it conveyed several concepts, including that consumers should select a wine or liquor with a W label and that liquors with certification are recognized internationally for good quality.
- Scallop and seafood pasta with W certified whiskey
- Pork with ginger sauce and W certified sake
