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Uploaded on Feb 17, 2010
Bates 141 Taiwan has launched a campaign for Isabelle Wedding Cakes comprising 12 branded films that capture various marriage proposal scenes. The films were seeded onto Youtube and from there viewers were directed to the campaign web site. Marriage is a hot topic among women in the 25 to 35 year old target group and by choosing to tell these stories (as opposed to going down the usual TVC route), the brand messages were more effectively delivered.
Since its release, the campaign has resulted in unprecedented interaction with the brand. Theres been an immense buzz generated in social and mainstream media, and an increase in retail foot traffic and sales.