BenQ: Be a family person

Xuan Mao, Daniel Feucht and Hans Lopez-Vito

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Campaign details

Brand: BenQBrand owner: BenQLead agency: BBDO TaiwanContributing agencies: Turn-On Marketing, Media Palette TaiwanCountry: TaiwanIndustries: Audiovisual productsMedia channels: Online video, Search marketing, Social media, Word of mouth, advocacy Budget: Up to 500k

Executive summary

Most small Taiwanese families do not consider home projectors essential household items. Our challenge was to turn them into one.

Our insight was that many modern Taiwanese couples experience various marital problems originating from the homemaker/breadwinner dichotomy. We identified three main marital issues and addressed them through three corresponding short films. In...

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