SUNFAR
順發3C量販

 

Overview

Assisting SunFar to more effectively communicate it’s CCC (charity committed corporation 公益型企業) initiatives to it’s customers. Developing a whole new visual style and identity, and greatly improving the awareness rate of it’s SunFar’s CCC activities to its customers from less then 3 out of 10 in-store customers to more then 7 out of 10 customers to knowing of SunFar’s efforts. 

 

品牌概述

好點子協助順發3C,將公益型企業理念傳遞給它的消費者。透過發展全新主視覺與企業識別,我們成功提昇消費者在上述面向的理解 – 目前消費者對順發3C公益形象的理解與感受數據,已從3/10提昇至7/10。

 

Background

Since 2010, SunFar has donated 20% of it’s annual profit to helping underprivileged children in Taiwan. To date, it has donated more then NT$ 140,000,000. However most of SunFar’s customer and the general public are not aware of SunFar’s charitable activities. To change this, we created a new communication campaign in close collaboration with SunFar’s president Mr. Wu to more effectively get this message across.

品牌背景

從2010年開始,順發3C每年提撥20%盈餘,幫助台灣弱勢家庭兒童,至今已捐出一億四千萬善款。然而多數順發消費者並不知道這項善舉,為提昇消費者意識、共同行善。好點子和順發董事長吳先生齊力合作,創造全新溝通模式與活動。

 

Communication 

We created the identity « 20 for future » to communicate SunFar’s charitable initiatives, SunFar liked the concept so much they adapted it for the CCC alliance (公益企業聯盟). We came up with a very concise copy and consistently communicated across various touch points, also changing the communication flow, first thanking SunFar’s customers for helping the children (as it is the customers patronage which makes the givings possible), and reporting to them how far SunFar has come in that effort. 

溝通模式

為傳達順發3C的公益理念,我們發想« 20 for future »識別。我們的企業夥伴相當喜歡這個概念,將其擴大應用於順發3C所號召的「公益企業聯盟」。我們發展出相當簡明有力的文案,可運用於各類接觸點溝通。我們也轉換溝通模式的順序,先感謝順發3C顧客 - 沒有他們的力量,就無法幫助這些兒童;然後再報告順發3C的各項努力。

 

Visuals

We noticed most customers would not spend too much time to look around when visiting SunFar’s stores, also the store space is already cluttered with many adverts from manufacturers. We knew heavily using images of children (something customers would not expect when visiting SunFar) to get their attention, so we could communicate the point across. The images of the children also help to communicate a sense of gratitude to the customers, tying back into thanking the customers for their patronage and participation. 

品牌視野

我們發現大多數客戶在光臨順發通路時,並不會花太多時間到處參觀,店內空間許許多多的製造商廣告佔據。我們知道受捐孩童的照片絕對可以吸引這些顧客的注意, 尤其當他們根本不預期到此會看見這類影像,所以我們以此作為溝通重點。這些孩童照片確實也在向顧客們傳達感謝之意,是顧客的力量使他們獲得所需幫助。

 

Videos

Through a search of 4,000 children, 4 were selected as spokesperson for this year’s campaign. Both Mr. Wu and us felt very strongly not to exploit the children for our communication purposes, we wanted to present the real stories of these kids, and to communicate the efforts they make, and how with a little help from us, their lives could really be quite different and amazing. 

影音製作

在我們企業夥伴所幫助的四千名孩童中,好點子選出四位年度代言人。吳董事長和我們都避免利用孩子達成溝通目標,我們所要呈現的是這些孩子的真實故事,這些孩子自身的努力,其實他們只需要我們的一點幫助,就能活出令人驚喜、與眾不同的樣貌。

 

 

 

Posters

Using the beautiful and expansive photography of the children shot with the visual guidelines, we were able to create multiple poster images that communicated clearly the message and essence of our campaign. 

海報設計

好點子使用這些美麗珍貴的孩童影像,遵循已發展出的溝通基調,以海報清晰傳遞這個公益活動的溫暖初衷。

 

Booklet

A white paper style booklet was produced to communicate SunFar’s journey into becoming CCC, and it’s choice of working with EduSave (教育儲蓄戶), highlighting some of the lives it touched, to the creation of the CCC alliance. 

公益手冊

這是一本白皮書,內容傳達順發3C的公益理念,邀請台灣企業加入「公益企業聯盟」,或參與該聯盟所發起的「教育儲蓄戶」活動。

 

In-store 

We created a POP (point of sale) communication system to bring the visuals and message into SunFar's stores, we conducted extensive testing and tweaked the system, to ensure it’s effectiveness to grab the attention of store visitors and effectively communicate SunFar’s effort to them. 

店內空間

好點子創造POP溝通系統,將活動主視覺與訊息帶入順發3C通路空間。我們做了許多測試與調整,確保這套系統可以吸引訪客注意,有效溝通順發3C的公益理念。

 

Website

We re-created SunFar’s CSR website using the visuals and content we created for the campaign. The website is in both Chinese and English to bring SunFar’s efforts in CCC to an international audience. 

網站建置

遵循此次活動所發展的視覺與內容,我們為順發3C重新設計公益企業網站。網站以中英文呈現,使順發3C身為公益企業的努力廣為國際所知。

 

Social Media

Our online marketing team also worked with SunFar’s online marketing team to tweak the communication method and style of SunFar’s CSR social media, sharing more stories of the children, and engaging it’s audience in a more personal and human level. 

社群媒體

我們的線上行銷團隊,調整順發3C公益社群媒體的視覺風格與溝通調性 – 我們分享更多孩子們的故事,使讀者更能將這些孩子連結至自己的生命經驗。

 

 

Conclusion

We are happy to see our communication campaign helped SunFar to better inform it’s customers and engage with them on this important and meaningful effort. Through working with SunFar’s president Mr. Wu we also re-examined a lot of our values and learnt from a great individual who we find is one of the great mavericks in Taiwan’s business world. 

結語

好點子樂於看到我們所創造的活動方案,有效幫助順發3C和它的顧客們進行如此重要且有意義的溝通。透過和吳董事長的合作,我們持續檢視自己的既有價值觀。從這位台灣最偉大的企業家身上,我們真的學到很多,很多。