PROJECTCOLLECTIONS

JiunYeaChang

3CProducts,Telecom,Automobile,Healthcare,Aviation

SCOPEOFWORK

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MarketingEvents/PressConference

StrategyDevelopmentBudgetManagement

PublicReleaseSocialMedia

CASESTUDIES

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FarEasTone–FETBrandingCampaignPressConference

•Goal:DriveFETawarenessamongpublicandmedia,well-deliveredthemessageof“EncouragetoshowyourloveforTaiwan.”(⽤⿎勵，讓台灣聽⾒愛)•Task:DevelopaseriesPReventstowelldeliverthestoriesandmeaningsbehindFET’smainvision,“Saylove,spreadlove.”(開⼝說愛 讓愛遠傳),includingkick-offpressconference,TVCbroadcasting,online&offlineconsumerevents,etc..•Outcome:Themediaeventgainedover60newscoveragewithoutforwardednews,reachingNT$25millionPRvalueintotal. Mediaexposurealsoarousedwideattentionwithagreatnumberofconsumerandcelebritiessharingnews,TVCortheirsupportsonFacebook/Instagram.

PRESSCONFERENCES

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Result

MediaAttendee&CoverageSummary• 78 99 • 124 ROI 70.57 2 •

ProgrammingProcess

Category QuantityNP 19WEB 88MAG 10TV 7

Total 124

PHILIPS–PhilipsKitchenAppliancesNewProductsLaunchPressConference

•Goal:Withthenewlaunchoftheir4mainkitchenappliances,Philipsemphasizesthecombinationofinnovativetechnologyandfashionintheexteriordesign,allowingconsumerstoeasilycookupahealthyanddeliciousmeal.•Task:Tocomeupwithastrategywithcohesivemessagetocommunicatetheuniquecapabilitiesandcharacteristicsofeachproduct.Thus,increasingPhilips’spresenceinthekitchenappliancemarketanditsbrandawareness.•Outcome:SuccessfullycommunicatedPhilips’MyKitchenconceptinainnovativeway;using“TastyConcerto”(美味三重奏)to spreadthenewsofthelaunchofPhilips’4newkitchenappliances.Thepresseventattractedalmost100reportersfrom78mediatoattend,andgeneratedover120newsexposureswithNT$54,426,000PRvalueandROIreaching70.57(twicethanexpected).

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BMW–BMWXTEDxTaipei2015AnnualEvent:BigBang

•Goal:PromoteBMW’svisionforcomprehensiveandground-breakingconceptforsustainablemobilityinTaiwan.•Task:CoordinatewithTEDxTaipeiforDr.AlexanderKotouc,theHeadofProductManagementBMWiattheBMWGroup,tomakeaspeechonTEDxTaipei2015annualevent,andsetupanareademonstratingBMW’sforeseeingfuturewitheco-friendlytransportation.•Outcome:Theeventgained50newsclippingswithNT$4,060,449PRvalue,andsuccessfullypitchedinterviewsforDr. AlexanderKotouc.Theofficialfanpagegainedover500newlikesduringthe2-dayevent.

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BMW–2015BMWChildrenSafetyCamp

•Goal:ImplementBMW’sCorporateSocialResponsibility(CSR)activitiestoraisepublicawarenessofchildrensafety.•Task:IdentifytheexclusivemessagefromBMWChildrenSafetyCamp,whichhasbeenorganizedfor8years,andcoordinatewithJINGCHUANChildSafetyFoundation(靖娟基⾦會),ChildWelfareLeagueFoundation(兒福聯盟)andKOLsto deliverabundantandcreativecontent.•Outcome:The1,000availableseatsthroughoutTaiwanweresoldoutwithin30minutes. Attractedover80reportersonthemediaeventsinTaipeiandTaichung,andgenerated100newscoverage,whichareconstantlyleveragedbymediawhentalkingaboutinnovativeCSRactivitiesinautomobileindustry.

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AirAsia–AirAsiaTonyFernandes’MediaRoundtable

•Goal:CommunicateAirAsiabrandingandoutboundroutestakingadvantageofAirAsiaCEOTonyFernandes’firstgatheringwithTaiwanmedia.•Task:LaunchwithabangandinvolvemediathroughouttheprocesstosparkmassivemediacoverageandonlinebuzzinTaiwanwithlimitedtimeforplanning.•Outcome:Withindustry-wiseanglesuchasTaiwanmarket’simportancefromAirAsia’saspect,alsolifestyle-wiseanglesuchasDPSamongtopdreamtravelplaceofTaiwanconsumers,AirAsiasuccessfullycreateawaveofpositiveandintimateexposures.

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PHILIPS–PhilipsAEDHeroOnlineVideoCampaign

•Goal:PopularizeCPR+AEDfirstaidtraining,teachingcriticalskillsneededtorespondtoandmanageanemergencyuntilemergencymedicalservicesarrives.•Task:Tocomeupwithaninnovativeandeasily-understoodwaytoraisepublicawarenessofemergencymedicalcare,togothroughthecomplicatemedicalapplicationbygovernmentandtoelaboratetheadvantagesofusingPhilipsAED.•Outcome:Organizedanonlinevideocampaignwithgreatprizes,successfullyattractingalmost100competitorstouploadtheircreativeandeducationalvideos.DistributingpressreleasesandcoordinatingwithillustratorsalsodirectedagreatamountofconsumerstotheeventlandingpageandFBfanpagetotakepartintheinteractiveconsumercampaign.

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BMW–BMWFeatureStoriesPitch

•Goal:EstablishbrandimageandhighervisibilityofeveryBMWCSRprograms,strengtheningmediarelationshipmeanwhile.•Task:ComposeinformationofBMW’s10-yearinternshipprogram,andsearchfortouchingstoriesfromBMWstaffsand internstopitchmain-streammediatodofeaturestories.•Outcome:Openedupanewmediaangleineducationratherthanautomobileindustry.Earnedfeaturestoriesandexposuresinmain-streammediasuchas ,Cheers,CarNews( ),etc.,totalingNT$6,508,515PRvalue.

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