Explaining the award-winning video strategy for attracting technology companies to Taiwan

the purpose

• Generate sustained attention for Taiwanese technology, as measured by increased audience attention

• Convince the audience of the contributions that semiconductors have made to the development of Taiwan and the world

• Forming emotional associations and making “Taiwan excellence” more memorable

• Foster a strong image of Taiwan as “future-oriented,” “investment-ready,” “innovative,” and “having a wealth of technological talent”

• Significantly increase top-of-mind awareness of Taiwan for foreign investment

Target Audience

• Technology investors, developers, and executives from small, medium and large companies

• They recognize Taiwan's dominance as a semiconductor power, a recognition that likely dates back to the 1990s.

• They are strategic business drivers and brand advocates, eager to identify shared values ​​for long-term success, and interested in and promoting the responsible use of AI technologies.

• Regions: US, Europe (except UK), Asia Pacific, Japan.

strategy

The goal of the campaign was to increase market penetration and establish Taiwan as a global trendsetter in innovation.

We have developed a range of assets that allow us to serve B2B audiences with different needs.

• 1 Brand Video (6 minutes)

• 2x cutdown (60s and 30s)

• 2 brand articles

• 1x 12-second custom TAITRA logo animation

• Added value: Social media campaigns

Creative Execution

We put AI at the heart of the campaign, not just in the topic but also in the content design. We found opportunities in Taiwan's popular brand signatures: hospitality, people, and nature. By leveraging these familiar elements, we helped our audience “unlearn” their old preconceptions about technology in Taiwan.

The design used AI image processing to animate the footage, connecting the physical world to a future of infinite possibilities, supporting the AI-infused innovation of our featured contributors. The imagery was then used throughout videos, articles, and social media content.

video

Audiences heard from three Taiwanese visionaries who are on a mission to show the world what creativity means at a time when technological evolution seems to have almost reached the pinnacle of creativity.

The client wanted to showcase three different innovations in one video, which meant we had to find a unique approach to keep the viewer's attention.

Leveraging the characteristics of Taiwan's non-industrial brands, our creative video is inspired by Taiwanese innovators' love for the island's beautiful and expansive landscapes, as expressed in the immersive tone of the tourism film. We decided to take viewers on a unique B2B journey to experience Taiwan's legend of technological innovation through the beauty of Taiwan's natural landscapes, and then experience the fascinating tech scene through the eyes of innovators.

We showcased key moments at the intersection of technology and humanity and applied AI image processing to this footage, using it to trigger peaks of emotion and attention in the audience.

article

We created two profile-driven stories on disruptive innovation in Taiwan, focusing on AI developments in areas Taiwan is known for, such as smart manufacturing and logistics, and recorded notable dwell time with valuable insights and animated video overlays.

• In our first article, “How Taiwan is Shaping the AI-Powered Industry 4.0 Revolution,” we gathered expert insights from Taiwanese innovators on how advancements in IoT, 5G, AI, and robotics will significantly expand the scope of Industry 4.0 in 2023.
• The second article, “Secrets from the Technology Island,” offers an insider's perspective on how the “Made in Taiwan” ethos and Taiwan's rich history as a semiconductor leader are behind Taiwan's success as an industrial innovator.

Logo Redesign

To modernize Taiwan's technological leadership, we used a contemporary design sensibility and eye-catching animations, and incorporated elements of Taiwanese tradition, such as the swallowtail butterfly, along with a map of Taiwan and technology nodes.

distribution

We wanted to entertain digital audiences with eye-catching visuals and thought-provoking material. BBC's traffic drivers ran in global market placements across news applications, mobile web browsers and the BBC.com website. Social media was an integral part, with different content formats running through paid placements on Facebook and Instagram, and organically on X and LinkedIn.

We optimized our AI image-processed animated video component as a highly engaging social-first tool, driving 14.1 million total impressions of social media content.

Given the length of the video at six minutes, we created two cutdowns.

• The 30-second cut-off visualized a world where AI, robots and immersive technology fill our everyday lives with a compelling combination of AI animation and cinematic visuals, which created a snowball effect and led to an increase in impressions on social media.
• The one-minute cutdowns focused on the human element, extracting quintessential insights about Taiwan from each video contributor, targeted at tech enthusiasts likely to be interested in Taiwan.

result

The attention economy has created a new form of attention with a six-minute attention span. But what does a new form of attention mean?

We conducted a BBC StoryWorks Science of Engagement study with BDMs to determine whether our creative approach led to meaningful engagement for Taiwan. The study tracks the emotional flow of the content and its subsequent potential for long-term memory encoding for the brand. As most decisions are made unconsciously, our study tracks the emotions of consenting BDMs through micro-facial movements that reveal their true emotional state.

Featured shapes: While a video's typical attention span shows a graph that starts at moderate attention span, peaks, and then drops off, our video, powered by AI image processing, showed five peaks and minimal drops throughout the video, with attention span sustained for six minutes.

• The improvement in attention was double the benchmark in our study.
• It ranked within the 91st percentile among all tests in the study of sentiment peaks across hundreds of campaigns.
• Attention and emotion were proven to reach a peak when the TAITRA logo appeared at the end of the video, indicating great potential for long-term brand memory encoding.
• The average increase for respondents who watched the brand video was 74.6%, indicating a change in the implicit associations of Taiwan as being “future-oriented,” “investment-rich,” “innovative,” and having “tech talent.” In particular, “innovative,” “resource-rich,” and “tech talent” saw significant increases of 65%, 82%, and 77%, respectively.
• When viewers were asked which country comes to mind first when thinking about foreign trade and investment, there was a 100% increase in awareness of Taiwan.

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