無

107

1,790 千元

推動低碳永續家園

2018/08/03

2018/12/31

姜政仁、楊建祥

管考處

鄭惠文

太乙廣告行銷股份有限公司

科技計畫

環保標章、綠色生活、環抱精彩生活

Green Mark, Green Living, Embrace a life of possibilities

徐郁涵

02-89131111#702

ouo12345@topwin.com.tw

　　本計畫案於107年8月3日開始執行，工作內容以觸動人心的影片，重塑環保標章形象以及清楚訴求綠色消費，並對影片進行整體行銷規劃，以提升環保標章形象，讓民眾看到貼有環保標章的產品即可知道是可回收、低污染、省資源的優質產品，並進行選購，以達成推廣綠色消費觀念的最終目標。 　　針對影片的攝製，完整版片長為120秒，另剪輯60秒及30秒版本，皆含中、英文版。影片以形象廣告方式呈現，以「環保生活，環抱精彩」作為影片主題及本案宣傳口號。透過身穿綠葉披風的小女孩，四處以溫暖的擁抱向使用環保標章產品的大人表達感恩，傳達「上一代對環保的堅持與努力，讓下一代有精彩美好的未來」之精神。也藉由「環抱」，呼應環保標章「一片綠色樹葉包裹著純淨、不受污染的地球」的設計理念。影片以溫馨可愛的風格吸引觀眾，更以反覆不斷出現的環保標章，加深觀眾的印象。 　　針對影片的整體行銷規劃，於「綠色生活」Facebook粉絲專頁辦理一場抽獎活動，並與網路紅人「那對夫妻」合作，一同行銷本案影片。為期三週的抽獎活動，參加人數眾多，留言數和分享數都超過2600次。截至結案前，本案影片已於Youtube影音平台獲得高達20萬次之瀏覽次數。 　　此外，也依本案精神製作了1款平面圖稿，以利未來推廣。且為加強影片傳播效益，受託單位更加碼於戶外媒體、網路媒體進行託播，曝光數或點擊數高達1,615,428次。 　　整體而言，本年度透過形象影片的製作，結合網路活動、網紅合作、媒體托播加強宣傳，取得良好的效應，成功提升民眾對於環保標章和綠色消費的認知。

環保標章、綠色生活、環抱精彩生活

期末報告定稿.pdf

8MB

期末報告定稿

2019/2/1 上午 12:00:00

　　This project was started from 6rd August 2018, aiming to rebuild the image of Green Mark and to understand thoroughly about the appeal of Green Consuming by using touching video, letting people to be aware of products which was marked by a Green Mark, are recyclable, low polluted and resources conserved, encourage the crowd to purchase these products with excellent quality, in order to achieve the final goal of promoting the ideology of Green Consuming. 　　For the production of the video, the full-length edition is 120 seconds, and other two edited versions of 60 seconds and 30 seconds, both in Chinese and English. By using “Live an eco-friendly life. Embrace the possibilities.” as the theme and the slogan of the case, the video is presented in advertisement. The main character, a little girl wearing a cloak covering in green leaves, hugging those who use the products with a Green Mark aim to thank them, to convey the spirit of “Because of the persistence and the great effort of the previous generation, leads a splendid future to the next generation.” And by using the word embrace, also echoed with the concept of the design of the Green Mark, which was designed with a pure and unpolluted earth planet wrapped by a piece of green leaf. The video attracted the viewer with a cute and warm-hearted style, the impression of the viewers will also be deepened due to the repeated Green Mark. 　　For the entire marketing planning of the video, a lucky draw event was held on the Facebook fans page “Green Living”, cooperated with the famous internet celebrity “That Couple”. Comments and Shares on Facebook were over 2,600 times during the lucky draw event which was held by three weeks. As of before case closed, the video was over 200,000 of view on YouTube. 　　Moreover, a drafted plan was being designed according to concept of the case due to future promotion. In addition to improve the efficiency, the trustee also broadcast on outdoor media and online media as a bonus, the IMP and CLK were up to 1,615,428 times. 　　Overall, via the production of the image video combining internet events, cooperation with internet celebrities and media broadcast, achieving good results and successfully raised the awareness of Green Mark and Green Consuming.

Green Mark, Green Living, Embrace a life of possibilities