Goals and objectives
How would we make the tech of a “semiconductor island” sound sexy, amid AI’s reign of the sexy scale in tech? And in the attention economy, how would we get people to pay continuous attention to this island?
But before we get into the details, here’s some context.
To many tech enthusiasts, Taiwan’s brand is age-old. In the tech grapevine, being referred to as “silicon island” leaves the island overshadowed by sexier counterparts like AI, which are very much present in its ecosystem, but not within top-of-mind associations of Taiwan. After all, semiconductors were a star of the 90s, and Taiwan was at the top of the chatter, resulting in stubborn long-standing associations that now contribute to Taiwan being deemed as a more traditional market.
However... Taiwan’s strength in semiconductors has actually led to it being at the forefront of technological innovation.
Our client wanted to drive international investment of money and business resources in the island’s innovators.
Additionally, our client had created a Taiwan Excellence award to recognise leading innovators in the island, and wanted to use winners in our campaign as a gateway display to Taiwan’s values of innovation from the heart.
We translated these business outcomes into a creative objective statement, resulting in a creative execution that helped us create a new shape of attention.
Our objective statement for this campaign was to create market penetration of Taiwan as a global trendsetter in innovation.