| 英文摘要 |
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.
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