Cannes Lions

CHARACTER MARKETING SERVICE

DENTSU K, Taipei City / DENTSU / 2015

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According to top sales effectiveness trainer, "No" has become the standard customer response. By using lens to observe on street, employee started an experiment. By sending character and employee at the same location handing out flyer; we found out that customers were willing to take flyers from character at the rate of 85% while customers were only willing to take flyers from employee at the rate of 35%. The film proves that customers’ acceptance to character is double. This result shows potential customers that using character marketing can make the brand better.

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