At Taiwan’s Ta Chong bank, the task for communications was to make the brand famous by increasing awareness and positive conversations about it. This case describes how a creative strategy was adopted to tell an emotive story about a group of aged friends re-uniting for a last bike ride via Taiwan’s longest ever ad spot, shown on TV and in cinemas.
The campaign generated a huge response, the bank’s brand metrics improved, and its overall revenue grew year on year by 58% in the 10 months to October 2011. This rise was more than three times the previous year’s growth.