In the ambient campaign, created by MindShare and running until mid-August, stacks of the product are being placed amid the offerings on worship tables fronting deities.
“When people come to worship, they stand before the table and face the gods,” said Mindshare Taiwan account executive Paul Lee. “When they do this, they also face the product.”
The Hua Tuo campaign will run on seven occasions at six temples. Part-time workers place the product, photograph the activity and count traffic.
Traditionally, Taiwanese presented the gods fresh fruit, home-cooked meats, rice and local liquors. But today branded products such as canned beverages and snack foods including cookies and crackers are also offered.
“What we are doing is trying to look for ‘media’ opportunities beyond traditional media,” said Lee. “In this case, the temple is the medium.
Lee believes this is the first time an ambient campaign has been conducted in a temple in Taiwan.
Essence of chicken is considered a tonic food, and the peak wholesale sales season is April through May, so retailers can stock shelves in anticipation of high school exams and summer college entrance exams. Many believe essence of chicken promotes mental acuity, and the product is heavily advertised on TV.
Hua Tao unveils 'point-of-worship' campaign in Taiwan
TAIPEI - Cerebos is breaking with tradition to launch a 'point-of-worship' campaign to place its Hua Tao Essence of Chicken product in some of the country's most important temples.
