Taiwanese viewers rate inhouse TVC by Elife Mall the tops

Local electronics store chain Elife Mall has once again scooped the top spot of the Taiwan Adwatch chart for October, with a TVC created inhouse gaining a 90 per cent viewer recall rate. Meanwhile, category rivals KFC and McDonalds both featured strongly in the chart, taking sixth and eighth place respectively. KFC's 'Thin skin fried chicken' campaign, created by Batey/Red Cell, rolled out in three stages from August onwards this year, to re-launch the 'Original Recipe' product and grow brand awareness among Taiwanese consumers. Ann Yang, CEO of Batey/Red Cell, said: "The 'salutes to experts' concept is interesting, product shots look delicious and inviting, and the renaming of 'Original recipe' to 'Thin skin chicken' has communicated the product features well." Similarly, McDonald's scored a recall rate of 77 per cent for a Leo Burnett-created TVC for its Rice Burger and Nestlé Ice Tea, which took 10th place with a brand campaign developed by a regional team and running in Taiwan, China and Hong Kong. Telco brand Chunghwa Telecom took fifth place with a TVC for its 009 service, while Taiwan Cellular Corp fell into eighth position. Beginning earlier this year, Chunghwa launched a series of commercials to promote its 009 international dial IDD service, which used famous Taiwanese icons aimed to arouse national pride. The campaign was built on the common wish among Taiwanese to raise the republic's national profile. "These stories fulfil this wish by using outstanding locals who are recognised internationally," said Joyce Lee, managing director, BBDO Taiwan. sm