ChiMei punts luxury happiness with TV

Based around the theme ‘Luxurious happiness’, the drive is the first since the business changed hands from Dentsu to McCann Erickson.

The notion of happiness having an extra ‘luxurious’ tier is the cornerstone of the campaign and brings to attention the claim that ChiMei LCD-TVs far exceed current National Television System Committee standards for colour brightness, and offers quality akin to HDTV.

“You can clearly see a black dog on a black sofa, or a woman in yellow clothes against a yellow background,” says Eliot Lin, CEO of McCann Erickson Taiwan.

The campaign includes TV, radio, print and outdoor.

Lin added that each execution is crafted to the setting in which it appears. Public buses have ads with taglines such as ‘Having a car is happiness, but having a car with a driver is luxury happiness.’

Banners draped across bookstores declare: “Learning to read the stories of others is happiness, but reading the story of your own life is luxury happiness.”

Lin said that happiness was also the theme of the previous campaign, but McCann was extending the core brand values. Remarkably, ChiMei LCD-TVs rank second in sales in Taiwan, according to Digitimes, despite ChiMei only having launched the brand in 2006.

“They intend to build the ChiMei brand locally then globally,” said Lin.

ChiMei is also selling its LCD-TV line in China, where it sold 300,000 TV sets and one million computer monitors last year alone.