TAITRA , 2017
Taiwan Excellence
Client Brief
Client: Taiwan Excellence is a body backed by TAITRA and Ministry of Economic Affairs, Taiwan for promotion of Taiwanese goods in overseas marekt. It has been constituted in 1993 and conducts regular events here in India.
Brief: Taiwan Excellence was a principal sponsor for the annual tech showcase event Convergence in 2017. The objective was to use digital platforms to encourage relevant audiences to visit their pavillion at the expo.
Idea
Insight: Most tech enthusiasts and gadget geeks are interested in products and brands more than an organisation or an award or even an event. Hence, we decided to talk about the products that were shortlisted by Taiwan Excellence Awards.
Execution
As the idea was to get the audience interested in the event by promoting the shortlisted brands, we narrowed on a three pronged approach:
1. Microsite
2. Advertising
3. Influencer Outreach (Blogging) | Event Coverage
Target Audience: Gadget Geeks and Tech Enthusiasts
Microsite: We created a microsite of the shortlisted products for the Taiwan Excellence Awards. Each poduct was given a dedicated page.
Advertising: Ads were run on Facebook and Youtube to drive traffic to microsite
Influencer Outreach: This was in 2017 when unboxing videos were not a rage, but tech bloggers were highly popular. We reached out to 15 tech bloggers who reveiwed each of the nominated 15 products and also promoted those write-ups on their social channels. Five of these bloggers attended the event and covered the Taiwan Excellence Pavillion live at the Convergence 2017.
Result
• Taiwan Excellence was able to create desired awareness around its participation at convergence
• Facebook: 4.5 lakh Impressions with 13,500 visits
• Youtube: 60 lakh view with 10,000 visits
• 15 leading tech blogs published
• 5 tech influencers covered the event live
Illustrative Links:
1. Microsite
2. ASUS Phone
3. Acer Swift
5. Gigabyte
7. QNAP
Client
TAITRA
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