Lungteng Cutural Co., Ltd.: The Hardest Lesson

Lungteng Cultural Co, a publisher in the high school textbook industry, launched a video campaign in Taiwan that encouraged teachers to place trust in the brand and express their feelings.

Case Overview

Lungteng is the leading publisher in the senior high school textbook industry, offering superb quality alongside premium pricing. In response to the competitors' price-cutting strategy, Lungteng has to win by not only the quality, but also the teachers' trust.

Firstline teachers, faced with students' needs and parents' demands, find it difficult to express their inner struggles and the fact that they're not being understood. Lungteng hopes that through communication, it can genuinely record and present the teachers' struggles, because the one who understands your struggles is the one who truly understands you.

Lungteng has become the brand that...

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