| 英文摘要 |
In order to promote land & groundwater conservation and pollution remediation, strengthen domestic and overseas Taiwanese's concept of "land quality means wealth", increase knowledge and attitude of children in Taiwan towards environmental protection, and thereby enhance Taiwan people's environmental ethics and responsibility, the Environmental Protection Administration (EPA) is promoting the "land Quality Media Campaigns and Promotion Project" in 2012 and authorized Tse Yueh Multimedia to be responsible for the planning and execution of related matters.
For this reason, Tse Yueh organized a series of effective work items, such as the "1-minute commercial editing and after effects", "15-minute kids campaign video production", "DVD video production", "other businesses and design of print propaganda", "television commercial broadcasting in Taiwan, Mainland China, Hong Kong and Macau", "domestic radio commercial broadcasting", "web advertising", "print advertising", "social network management", as well as "kids campaign targeting at over 500 person-times". Additionally,by means of preparation and production of related propaganda items, distribution of related advertising materials, as well as the application of social network into practices of marketing and public relation, the campaign ideas can be effectively implanted into the public. In the subsequent implementation, Tse Yueh also followed the EPA's requests to support matters outside the project, including "advertising services for welfare", "press conference of clean land and clear water series activities", "publication ceremony of documentary book and animation", "award ceremony of clean land and clear water series activities". Tse Yueh participated in all the activities mentioned above and gave full supports, hoping to maximize the effectiveness of collective campaign.
"Television commercial broadcasting in Taiwan, Mainland China, Hong Kong and Macau" covered the EPA's existing campaign videos, namely "Land Deals" and "Land Managements" to be broadcasted in a certain percentage in national television channels that can be also watched in Mainland China, Hong Kong and Macau. From August 1st to 31st, 2012, these two campaign videos were broadcast in 167 advertising spots in the global CTi-Asia channel and national TTV and EBC channels. With regard to the "1-minute commercial production and advertising", campaign videos were intensively broadcasted from September 1st to 30th, 2012 in 90 advertising spots in MOMO Kids and Disney channels that contain kids TV shows.
Concerning the "15-minute kids campaign video production", Tse Yueh created various likeable characters with an attempt to go beyond the branding effects made by pure promotional videos. Among these characters, the Eco robot was created as the mascot of the whole project and designed to have exciting adventures in the animation, through which kids can realize the importance of protecting land and groundwater. This 15-minute animation, along with EPA's animation "Land doctor's diary", will be made into 400 campaign DVDs.
In addition to TV programs, Tse Yueh also recorded an additional 30-second radio advertisement - "Cleanliness is priceless" with an attempt to increase the depth and breadth of the campaign. This radio advertisement was broadcast from July 30th to August 27th, 2012 in 250 advertising spots in various national radio channels.
In "print advertising", information of the campaign activity held on September 23rd was published on September 5th, 2012 on the "Mandarin Daily News" for the purpose of sending messages to children as part of campaign targets. Additionally, land trade related matters were published on September 8th, 2012 on Apple Daily in the section on Real Estate that has received a lot of attention from land mangers and dealers.
Moreover, Tse Yueh adopted the Internet to increase the diversity of campaign. From September 16th to 22nd, 2012, we added various keyword advertisements the homepage of Taiwan's biggest web portal YAHOO! Kimo. Along with the websites such as Yes319.com, the homepage sticky advertisements on Kijiji in the category of other real estate trades, both of which are often visited by land dealers, the effective exposure of the campaign has lasted for half a year. In addition to paid ads, Tse Yueh sometimes would publish the campaign messages on various social websites. Also, in the period of project execution, a fan club was also created on Facebook, the most popular social network in the world. We used “liked to get coupons” activity to attract target people to actively join the fan club, thereby popularizing the campaign concepts.
With regard to “kids campaign targeting at over 500 person-times”, Tse Yueh organized a whole day outdoors adventure game in “Eco’s Grand Adventure - Parent-Kids Interactive Camps” held on September 23rd, 2012, at the Taipei Zoo. The adventure game was designed with 6 obstacles concerning land and groundwater pollution prevention and conservation, so that all participants could have a better understanding about land and groundwater conservation through playing games. We used this game as the core to give rise to the “happy big prize” at the end of the activity. Moreover, various entertainers such as “Banana brother”, “Butterfly sister” and “High Channel Dance” who are popular among kinds were all invited to give dancing performances. There were also prize quizzes related to the campaign theme, the purpose of which was to increase kids’ understanding about land and groundwater conservation.
The participants of the “Eco’s Grand Adventure - Parents-Kids Interactive Camps” reached 10,479 person-times. With regard to the age of all participants, participants aged 0 to 10 accounted for 30%, whereas participants aged from 41 to 50 accounted for 21%. The statistics showed the phenomenon that parents took their kids to participate in this activity. This also conformed to the prior planning of the project that kids are expected to arise their interest on land and groundwater protection and pollution remediation through edutainment activities. We also attempted to indirectly convey the idea of land quality and value to adults through campaign activities designed for kids.
Apart from the above mentioned planning and executions, Tse Yueh, before the end of the project, continuously supported the EPA’s additional demands, including “Advertising for welfare in May 2012” for 100 advertising posts, “Press conference of clean land and clear water series activities” on May 23rd, 2012; publication ceremony of “Clean land and clear water to make our homeland evergreen” documentary books and animation on August 15th, 2012. In the press conference and publication ceremony, Tse Yueh gave assistance concerning media invitation, planning of host and activity flow, as well as site decoration. In the EPA’s “award ceremony of clean land and clear water series activities” held on September 15th, 2012, Tse Yueh offered the 15-minute “Eco’s Grand Adventure” animation to be played in the ceremony, thereby promoting the activity on September 23rd.
In general, this project has released 56 related news reports. Compared with the expected maximal 50 news reports, the completion rate reached 112% and thereby created a news value of NTD$5,263,930. Moreover, 357 TV advertising spots, 250 radio advertising spots, 2 newspaper ads, 3 Internet ads, distribution at 32,415 points, activity participants for 10,479 person-times, total media touch for 165,948,786 person-times all continue to build Taiwan people’s recognition towards the importance of land and groundwater conservation.
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