The company’s new campaign is for the Next Generation “digital and eco-friendly” condominium development in Taipei. The TV, print and radio campaign uses the tagline ‘Guang Fu Taiwan’, which translates to ‘renewal.’
The campaign was created by the client’s in-house team, with media planning and buying handled by MindShare. The ‘Guang Fu’ theme attempts to reflect the change in the status quo after eight years under the DPP.
“Our challenge was how to break through the clutter to build the campaign impact,” said MindShare deputy GM of planning Kesy Lee.
“We’ve strived to get the first position in the commercial break to enhance impact, and also leveraged the TVC background song in news interviews.”
With consumer sentiment already improving following KMT leader Ma Ying-jeou’s success in the election, real estate sales are expected to grow this year. Farglory is one of the country’s biggest advertisers, with an estimated annual spend of more than NT$1 billion (US$33 millon).
