Presentacin de PowerPoint

Melissa Chuy02270150Amanda Kim02270016HeeJu Sim03910974Esther Yeh02301713James Park02912026EVA Air announced the joining of the Star Alliance on June 18, 2013, officially kicking off its new global brand campaign "I See You.

David MayoCEOBig ideas for ambitious brandsEVA Air called for the creative pitch for this communications task back in October, 2012, and Bates CHI&David won the pitch ahead of JWT and United Advertising with its in-depth brand strategy and outstanding creative ideas. Change the way you see the world

Takeshi KaneshiroJapanese-TaiwaneseActor/SingerThe campaign is delivering the idea - "Change the way you see the world", thus taking people to see and feel the world from different angles through the eyes of traveler Kaneshiro. Project Goals1. Build up the international brand awareness of EVA Air. 2. Express the message that EVA Air will become a member of Star Alliance on June 2013.3. Build up the international brand image, and then create the preference.

Timeline1. Foreshowing the event : June 16 - June 182. Starting day (the day they affiliate with Star Alliance) : June 183. The heat continuity : June 19 - July 31StrategyTeaser to make audiences feel curious and want to know what this is aboutLaunch day 90secs TVC premiere to build momentum and discussionSustaining keep exposing the ads and the effectsTEASER 6/16 ~ 6/18Provide behind-the-scenes, attract news media to reportVIDEOS Make the presentation too heavy So I remove them so you can see this.10 Second Television Commercial / 150 Gross Rating Point

10 Second Television Commercial / 150 Gross Rating PointExposure on the news 76 times within 2 days

3P Top ads and full-page advertisements: to foreshow the TVC premiere time

Use a countdown banner to create the sense of expectations

LAUNCH DAY 6/18Top 4 newspapers + financial newspaper + free newspaper

8 news channels broadcasting

VIDEOS Make the presentation too heavy So I remove them so you can see this.8 news channels play the 90secs TVC in almost the same time, and the ratings are 2-3 times higher than the average ratings of that periodChannel Date Time TVC topic TVCs ratingNews channels average rating in 2 weeksSETN2013/6/1820:58:03I See You 901.410.39ET-N2013/6/1820:57:55I See You 900.740.65FTVN2013/6/1820:58:03I See You 900.630.39UBN2013/6/1820:58:04I See You 900.720.27TVBSN2013/6/1820:57:56I See You 900.810.64ERA2013/6/1820:58:04I See You 900.600.35EFNC2013/6/1820:58:06I See You 900.650.39CTiN2013/6/1820:58:09I See You 900.940.56

INTERNET VIDEO ADSYouTube Master Head 6/19

First View (In video ad)

Facebook Ad 6/19

Facebook Post/Side Ad

SUSTAINING 6/19 ~ 7/311. The number of news report are over 348 times2. I See You is not only in Taiwan

TOKYO

NEW YORK

HONG KONG

FUKUOKA

Earned Media Through Internet Users

RESULT