Challenges
National Treasury Administration has promoted the “Alcohol Quality Certification System” since 2003 to assist the development of the wine industry. The project aimed to increase the awareness of the “W Label, the Alcohol Quality Certification Label” and strengthen the marketing of high-quality liquors through exposure on various websites, mobile devices (including smartphones and tablets), applications, and communication software. Also, it intended to increase the consumer cognition of the W Label through the online interactive event with incentives. The project would ultimately reach its effectiveness by facilitating consumers to purchase certified wines and creating mutual benefits for buyers and sellers.
The project specified campaign sites with an attractive visual design, precise digital advertising based on data analysis, traffic led to the campaign sites, social media and online lottery draw for interaction, and video materials through influencer marketing.
Insight
Consumers are not yet familiar with the W Label. Thus, the project targeted the awareness and understanding of the label and further promoted the certified wine through online marketing.
Ideas
In terms of design, the first phase was inspired by Genesis. Wine was the best sacrificial offering to gods in ancient times. Nowadays, wine certified with W Label is the best wine.
The creative concept of the second phase was a W Label wine shop. It urged people to work at home, drink at home during the Level 3 epidemic alert.
Results
- The online campaigns: Two phases of online campaigns with 104,956 participants
- The video materials by the influencer: Two videos shot by the influencer with 254,952 views, introducing W Label wine
Creative design
The first phase: Inspired by Genesis, wine was the best sacrificial offering to gods in ancient times. Nowadays, wine certified with W Label is the best wine.
Campaign site for the first phase
The second phase: The creative concept was a W Label wine shop. It urged people to work at home, drink at home during the Level 3 epidemic alert.
Campaign site for the second phase
Videos shot by the YouTuber
- Launch date: October 8, 2021
- Link: https://www.youtube.com/watch?v=bOl4CiYJKX4
- Title: Seafood risotto with sorghum wine｜Easy one-pan risotto, fresh seafood in every bite
- Views: 135,679
- Launch date: October 29, 2021
- Link: https://www.youtube.com/watch?v=lmk1opnQzZw
- Title: Beer-braised garlic honey chicken wings｜Zero fail late-night snack, make your home a bar
- Views: 119,273
Facebook ads
Other digital ads
Outdoor ads
- Outdoor LED ad at MRT Zhongshan Station, Taipei
- LED ad at Taipei City Hall Bus Station
LINE stickers
