Google: The Better Wishes

Sabrina Yang and Ashley Hsieh

This case study describes how tech giant Google created a digital lantern site, the Better Wishes site, to allow users in Taiwan to share the lantern tradition in a more sustainable way and in doing so, build brand love.

Google: The Better Wishes

Sabrina Yang and Ashley Hsieh

Campaign details

Brand: GoogleBrand owner: GoogleLead agency 1: OMD TaiwanCountry: TaiwanIndustries: Information technology, Websites, online services, appsChannels used: Online display, Virtual & Augmented RealityBudget: $500k - $1 million

Executive summary

Lanterns have been recognised as the most beautiful way in the world to send wishes to the gods, and over 500,000 lanterns are sent every year. But this beautiful tradition comes at a serious cost to Taiwan, including fires, massive waste and even lost lives.

Since Taiwanese people make...

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