Developed by McCann Erickson and Mediacompany Taiwan, the campaign attempts to communicate the card’s environmental benefits via an integrated approach that includes television and online.
The 40-second TVC depicts people in everyday activities, but all kneeling down - uncomfortably pressurised because of carbon dioxide. The tagline reads: ‘Don’t let CO2 pressurise your living space.’
The 40-second TVC depicts people in everyday activities, but all kneeling down - uncomfortably pressurised because of carbon dioxide. The tagline reads: ‘Don’t let CO2 pressurise your living space.’
The TV spot is running on TVBS, Sanlin TV and Eastern TV. Meanwhile, online executions are running on Yahoo, with further marketing activities also expected to roll out.
Yves Huang, senior vice- president of TaiHsin Bank’s credit card business planning division, explained that the bank will plant trees for the first 10,000 card applicants.
A longer-term scheme sees trees being planted based on the ‘green points’ a customer accrues through card usage.
“The TVC needs some imagination, but the whole marketing execution is unique in Taiwan,” explained McCann senior business director Simon Fong.
“The aim is to encourage people to purchase environmentally-sensitive products. The creative concept came from the fact that we need to work hard to fight the global warming problem, (particularly as) Taiwan’s emissions are twice as much as other parts of the world.”
The bank has also formed a partnership with the Environment Quality Protection Foundation, as well as retailers such as Chung Hwa Telecom, Giants Bicycle, Shin Kong Mitsukoshi department store and B&Q.
“People may feel that to fight against global warming is too remote for them, but this Green credit card functions to assist ordinary customers to continue daily shopping - while helping the environment at the same time,” added Huang.
