Taiwan Star Telecom: The Black Spot Campaign

Taiwan Star Telecom, a mobile carrier, changed mobile phone-using behaviour in Taiwan to help prevent Macular Degeneration (MD).

Campaign details

Agency: X-Line (Dentsu Group) Country: Taiwan

The Summary Statement

Taiwan Star only took up 5% of market share and had only 15% of brand preference. Almost half of the consumers have low concern towards the brand. We combined "eye-caring issue" with "2017 World Sight Day" and successfully initiate main stream media to report the campaign. It not only raised the brand preference to 25% and reached the peak of people caring macular degeneration (MD) in Taiwan history. It has really affected Taiwan's legislation.

Campaign Strategy

Marketing Situation

  1. The time Taiwanese spend surfing on the Internet...

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