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Artur’s real estate company Logo. That’s what we have been busy for!
分享一下阿法成立的建設公司Logo
越到下半年
我們越很瘋狂的過日子
時間不知不覺已到了蕭颯十月份
昨天在廚房的我們
「我們好像自從八月底短暫的渡假回來，就一直忙，時間飛快，現在都10月了耶！天啊！」我說。
阿法也笑了，「對啊，這感覺很好對吧！」😂😂
#這就是為什麼他目前不敢再生一個😂
《水中之屋》劇作家許正平快遞今天第二份角色介紹特稿來囉，沒錯每篇都是熱騰騰滴！真的很有心呢！
文◎許正平
雪后（Hsuchhou）企業財大業大，在多倫多地區是業界的楷模，斯諾超市（Snow Market）的logo以美而廉的印象深印在每一個當地人的日常生活食衣育樂之中，懷特小屋地產（White Home Real Estate）收購舊房、蓋新樓的速度也領先同行進入噴射時代，近年甚至一腳跨入網購事業，成立了艾莎莎事業群（Elsasa Business）。這一切讓人豔羡的經營成果，都要歸功於企業的董事長，雪后。雪后乃一介女強人，除了營業額，她還有個讓人茶餘飯後的話題：雪后喜歡白色。雪后企業蓋的房子，開的超市，設計的網頁，全都是皚皚一片白，住在懷特地產經手的房屋𥚃的人，總戲稱自己是住在一座white castle𥚃。冬雪降下，和雪后一手打造的白色地景融合在一起時，站在高樓辦公室落地窗前看著全白而無雜質的世界的她不禁輕輕的發出了喟嘆：This is mine，my queendom！
但雪后心𥚃有一個從未向別人啟口的秘密：雪后曾經將一個小男孩給冰凍了。那是雪后尚未登基之前的故事了。那時雪后還叫做小雪，她深深的愛著小男孩，也非常保護小男孩，她總是叮嚀小男孩，不要跑出去喔，不要離開我們的秘密基地，外面的太陽非常毒辣，很危險喔。可是小男孩忍不住對外面世界的好奇心，還是趁著小雪沒注意的當下偷偷跑出門去玩，結果遭到烈日灼身，命在旦夕。為了解救小男孩，小雪第一次動用了她體內的造冰能力，用低溫維生系統將小男孩封凍了起來，並且，在小男孩的眼睛𥚃放進了一枚小小的冰晶碎片，讓他失去對外界所有的好奇。小男孩從此沈睡了，再也不曾醒來。只有這樣，小男孩才不會真正死去，小雪想，同時，她再次施展造冰能力，封凍了自己的心，很痛，但必須。從那天起，小雪變成了雪后。
卻有一天，一個小女孩敲了雪后辦公室的門，她走進來，告訴雪后：我是來解救小男孩的，我將要解除他的冰凍狀態。雪后説：怎麼可以，他會死的。小女孩卻説：他這樣，跟死了有什麼兩樣⋯⋯雪后彷佛被冰鑽鑿心，她想，是啊是啊，小男孩的確已經死去很久很久了，她問小女孩：妳是誰？小女孩説：我是小男孩在外面的世界最好的朋友喔。
雪后，本名林麗雪（另有分身：劉艾慕菊），余品潔Pj Yu演。
攝影：黃煚哲
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❄《水中之屋》【#2017廣藝基金會委託創作】
購票這兒：https://goo.gl/hZriRv
❄嘉義表演藝術中心實驗劇場 (民雄鄉建國路2段265號)
2017/11/11(六)13:30、18:30
2017/11/12(日)13:30、18:30
❄水源劇場(臺北市中正區羅斯福路四段92號)
2017/11/24(五)19:30
2017/11/25(六)14:30、19:30
2017/11/26(日)14:30
Campaign : Blissful Together
Brand : Auntie Anne's Malaysia
Marketer : Dickson Chai
Agency : Nil
PROBLEM
Auntie Anne’s is a well-known International Brand from U.S.A specializing in baked soft pretzels. The first outlet arrived at Malaysian shores 25 years ago and has since experienced continuous growth in both outlets and customer base.
Sales during the Chinese New Year festive period (January to February) are typically non-peak season with lower-than-average volumes.Malaysians from city areas (where the majority of Auntie Anne’s outlets are located) back to their respective hometowns in sub-urban or rural areas to spend time with the family, traditionally the week preceding and during Chinese New Year. This leads to lower footfall at shopping areas and malls during this window, generating lower transactions.
Auntie Anne’s devised a breakthrough strategy to increase brand presence, awareness and drive customers’ visitation to outlets when doing shopping in malls.
SOLUTION
The campaign’s concept – “Blissful Together”, inspired by “福” (Blissful) – a word commonly used during Chinese New Year seasons which means good wishes and also represents the joy and festive mood associated with Chinese New Year. Creatively combined the brand logo with the word “福”, fusing a Western brand with iconic traditional Chinese element, to become the central art of the campaign, making all customers felt like enjoying a piece of Auntie Anne’s means receiving a “Blissful” wishes from the brand during Chinese New Year.
Campaign’s target audience was Malaysians of all races, all ages, including new and repeat customers.
Auntie Anne’s used an integrated approach to maximise reach and engagement of target audience via relevant touch-points.
Packaging: All packaging were changed into a couplet-like design with Auntie Anne’s version of “福” (Blissful) word on it, spreading the “Blissful” experience to every customer who visited Auntie Anne’s throughout the period.
In-store promotional items: Utilized all potential spaces and real estate within each outlet to display campaign-related in-store items. All collaterals strongly presented the Auntie Anne’s version of “福” (Blissful) word and functioned like couplets display at outlets.
Promotion Scheme: 3 promotional sets and used different “Blissful” levels to represent different promotional sets: i. “So Blissful” – RM8.50 (Original Stix + Any Pretzel) , ii. “More Blissful” – RM9.50 (Cinnamon Stix + Any Pretzel) , iii. “Very Blissful” – RM10.50 (Choco Eclairs Stix + Any Pretzel).
Social Media: Consistent postings highlighting the couplet-like design packaging to bring up the festive mode among audience as well as a reminder to loyal fans and potential customers throughout campaign period.
DELIVERY
On ground:
All Auntie Anne’s outlets turn into “Blissful” outlets by displaying all “Blissful Together” theme promotion materials.
All outlet staffs strongly promote “Blissful” promotion set items with use of “Blissful” name for promotion items: “So Blissful”, “More Blissful” and “Very Blissful” instead items’ original names during the campaign.
Only “Blissful” design packaging was used during the period to pack every product sold.
On line:
The campaign was announced through Facebook and Instagram page by changing the profile photos to display Auntie Anne’s version of “福” (Blissful) word and followed immediately by promotion information post on 1st day of campaign. Facebook and Website landing page cover pictures were changed to “Blissful Together” campaign key visuals to be consistent with the “Blissful” decoration displayed at physical outlets.
1 social media posting was made on Facebook and Instagram platforms on average, every 2.5 days, about “Blissful Together” campaign to maintain the campaign hype and momentum.
PERFORMANCE
Successfully spread “Blissful” wishes to more than 945,000 customers with more than 1,790,000 “Blissful” packaging handed out together with the products sold – exceeding the sales made last year for same period by more than 41,000 units.
A growth in Revenue of 5.6% and growth in number of transactions by 2.7% during the Chinese New Year period compared to last year. Average spending per transaction increased by 2.8% showing the direct impact of the promotional set items sold which encouraged customer’s higher spending or more quantity purchase per transaction.
“Blissful Together” postings gained total of 42,622 reached with in Facebook fan page and 20,438 reached in Instagram during campaign period with ZERO advertising budget. “Blissful Together” first day posting achieved 5% engagement rate which was higher than industry benchmark (3-4%).
Campaign successfully created a new mindset of inclusivity, reminding that festive seasons such as the Chinese New Year can be celebrated by all races through the concept of blending a western international brand with traditional Chinese culture to symbolize joy and fortune during Chinese New Year.
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