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“Hot Taiwan Way” related video material reach overall views
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Got over interactive messages and sharing from consumers in the first week of launch.
Challenge
- Pizza Hut “Hot Taiwan Way” series keep launching localize products. Successfully mixed the western food and Taiwanese flavor. Demonstrated a localization persistence of an international fast-food brand. After we created several social buzzes and decent sales performance, proves that “Hot Taiwan Way” is a successful and correct direction to bring fun to the customers.
- In addition to continuously developing Taiwanese flavors in products, Pizza Hut will upgrade this innovative energy as a brand attitude and spirits in different aspects in 2022. With the campaign, we have expanded the “Hot Taiwan Way” spirit into popular culture, hoping to attract the attention of young consumers, and making them become our key group of potential consumers.
Solution
- “Local culture" and "music" are the best elements to create the resonance of Taiwanese young generation. Pizza Hut holds the support of Taiwanese outstanding local creators. Cooperate with local popular rappers and famous director, producing the "Hot Taiwan Way“ brand song.
- To avoid competing on price and made the brand outstanding. Pizza Hut shared their brand attitude and beliefs in a cool way also built a deeper connection with Taiwanese consumers by using localization assets. With the power of Taiwan-flavored products and the innovative spirits, Pizza Hut successfully created new social trends and descent sales performance in 2022.
Result
- Elevated the brand image from artisanal pizzerias to a cool Taiwanese cultural artist. “Hot Taiwanese Way” series successfully become a brand equity, bringing the continually innovative impression to consumers.
- Social listening : Positive / Negative ratio reached 9.8
人生地震
東和鋼鐵透過「人生地震（Lifequake）」將「耐震」從產品特性轉譯為「面對人生衝擊的韌性」。
這是我們的 LINEguage
面對競品崛起與使用率下滑，我們將 LINE 從「工具」重新定位為一種由台灣人共同形成的溝通文化：「LINEguage」。
台灣觀光品牌 3.0
為了在解封後重新啟動台灣觀光，我們從旅人「重體驗、輕目的地」的轉變出發，重塑品牌語言與系統。
我的卵子我做主
婦女新知基金會是一個不隸屬任何政黨的非營利組織，長期在台灣推動性別平等與女性賦權。基金會成立於 1970 至 80 年代，致力於促進女性在公共與私人生活中的權益。自 1982 年起，基金會在女性相關的法律與政策改革上取得多項重要進展。透過教育倡議與基層組織動員，基金會持續挑戰父權制度，推動女性領導力、職場性別平權、生殖權利，以及家庭法與司法正義。