TAIWAN

CHT 009 International call service

CHUNGHWA TELECOMM

Missing, the most beautiful distance between each other.  CHT 009 International call service bring you back to the most beautiful distance between each other.

CHUNGHWA TELECOMM

  • We adopted "EVERY WORD MEANS I MISS YOU", the key concept of CHT International Direct Dials, to propose a new communication idea - Missing, the most beautiful distance between each other. We launched three micro-movies which are telling three stories between people who live apart in different countries, to inspire consumers rethink the value of communication.

The results

The movie reached over 2,860,000 viewers until now. The act of linking illustration bloggers to create online topics and discussions reached over 1.4 million people participated in this campaign.

The challenge

How to enhance the brand value when there are so many apps that can replace the traditional telecom with free call?

The more blooming new social communication methods and smart phone market are, the more withering international calls market is. But consumers start to think differently about over-diverse and over-developed communicating methods when they found the weakness of free apps when communicate, such as ignore read messages and unstable reception… We want to evoke those consumers, to rebuild their needs and inspire them rethink the value of communication.

The idea

Evoke consumers’ memories of communicating with each other directly on the phone

We use the term of “Not letting you see my___________, only hear I MISS YOU” to trigger imaginations and discussion among our consumers. And we launched three micro-movies which are telling three stories between people who live apart in different countries. We also collaborated with local famous illustration bloggers. By spreading humorous illustrated contents on facebook to deliver how diverse communication apps/ methods brought misunderstanding among people. Through the spread of facebook, to remind the benefits of communicating with each other directly on the phone.