Make people SEE and REMEMBER the brand
Get people to UNDERSTAND and
WANT the brand
Change people's BEHAVIOR and
get them to CONVERT
Take care of people to CONVERT OFTEN and
ADVOCATE the brand
Castella. The craze began from Taiwan and landed to most of the Asian countries, which include Vietnam. The popularity has brought the new business opportunity in the market and create a strong market competitiveness almost overnight.
Tai Yang, a new brand in the market with the passion of creating the best castella needed to create an effective short burst of brand awareness campaign in the market to gain brand awareness and drive their sales.
Observe and find the new angle. While other competitors are flooding with their campaigns through KOLs and influencers, we realized the majority of the consumers are young. We took the approach of creating friendly animation characters with the communication concept of “Discover the world of wonderful Castella”, which enable us to find the effective way to communicate with the audience and bring Tai Yang’s brand value – passion into it to creates its brand awareness in the market.