Taiwan Star Telecom: The Black Spot Campaign

Taiwan Star Telecom, a telecommunications brand, increased brand preference in Taiwan by launching a campaign that raised awareness of Macular degeneration due to cell phone overuse.

Agency: X-Line Co., Ltd. (Dentsu group), Taiwan

The Summary Statement

Taiwan Star only took up 5% of market share and had only 15% of brand preference. Almost half of the consumers have low concern towards the brand. We combined "eye-caring issue" with "2017 World Sight Day" and successfully initiate main stream media

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