Spikes Asia

Mrs. Fu ONLINE

SPRING TREES TECHNOLOGY, Taipei / CARREFOUR / 2019

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Case Film

Overview

Entries

Credits

Overview

Background

In Taiwan, “Purdue” is an important sacrificial ceremony during ghost festival. However, the younger generation thinks that is too complicated to understand and feel uninterested.

Idea

Combined with the most frequently used instant message app "Line" in Taiwan to build a dedicated Purdue LINE @ AI chatbot for Carrefour.

In addition to pointing out the knowledge of Purdue, “Mrs Fu” will also do all kinds of "mom-style" reminding of taboos in the ghost month.

Mrs Fu acts like real elders, she occasionally sends "greeting pictures" which are embedded Carrefour brand messages in, and she will also make elder-style complaints when she couldn't understand the younger generation's buzz words!

When mentioning some "special" good words, Mrs Fu will also take out her private money to send red envelopes! The red envelope award is the Carrefour shopping coupon, which makes the online interaction successful into offline shopping!

With a humanized and realistic tone, some users think it is a real person dialogue!

"1 to 1 chat" or "join group chat" can create a lot of "laughs"!

Strategy

Carrefour believes that passing down tradition is an important issue, so we went deeper to interview young people. It was discovered that the “local mothers” from all over Taiwan are the original Purdue’s knowledge base! Therefore, the "most like your mother" chatbot “Mrs. Fu” was born!

Execution

In order to make the dialogue more colloquial, we actually interviewed a number of local mothers to establish a semantic analysis database. After going online, we continue to track interactive data, collect common vocabulary from users, and AI optimizes the content of chatbot.

On the social media, Mrs Fu temporarily filled in for the curator in during the ghost month period, recommending products and offering with the “mom” perspective of whose posts are also presented in handwritten notes.

In addition, in order to make it easier for young people to remember, Carrefour turned Purdue knowledge into a “memorable rap song”, which was “lip-synced” by Mrs. Fu. The creative films which combined hip-hop and Purdue custom caused heated discussions on the Internet!

Super: “memorable rap song”

Outcome

Mrs. Fu succeeded in creating a discussion on the Internet during the period. Over 13,000 consumers added Mrs. Fu as a friend on LINE and the number of conversations is more than 910,000 times!

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