Ride on the Right Track Social Media Campaign by Tai Yuan Chiou and Chien Chun Feng |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Ride on the Right Track PRIMARY FUNCTION: Social Media Campaign INSPIRATION: After the pandemic, governments and corporations pledge to create a greener future as the world becomes more conscious of our impact on the planet. Momentum strives to make sustainability more accessible to its consumers, starting with small, simple steps toward an eco-friendly mindset. By changing the perceptions of how people live and sharing in their communities their environmental efforts, we can make a collective impact. When we let nature guide us, we are on the Right Track. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Momentum is committed to empowering consumers to contribute to sustainability through education and practical tools. We aim to create a collective impact on the world by encouraging small actions that compound over time. Momentum uses organic shapes, green elements, and friendly messaging in its design and communication to make sustainability accessible and inviting. Building a more sustainable future, one pedal at a time. OPERATION / FLOW / INTERACTION: Our campaign promoted green lifestyles through habit-building and daily actions. We partnered with Brooklyn Grange and hosted social media events promoting greener transportation methods and urban farming. We also created an Instagram/Facebook filter to encourage green actions. Our multi-faceted approach engaged everyone who wanted to participate on various platforms and inspired positive behavior change toward a sustainable future. PROJECT DURATION AND LOCATION: The project started in April and ended in May 2022 in North America and Europe. |
PRODUCTION / REALIZATION TECHNOLOGY: To capture the warm and inviting essence of spring and Earth Day, we have incorporated plant-inspired imagery and a green color palette into our design. We have opted for organic illustrations, friendly infographics, relatable storytelling, and attractive call-to-actions as our primary visual elements. These illustrations make the design more approachable and eye-catching and align with our environmentally friendly ethos. SPECIFICATIONS / TECHNICAL PROPERTIES: To engage our younger target audience, we have devised a multi-faceted campaign that includes infographic fun facts, Instagram/Facebook story stickers, a live stream event, and a filter to promote environmentally conscious actions. TAGS: Social Media Campaign, Illustration Design, Eco-friendly, Green RESEARCH ABSTRACT: We conducted extensive research to understand our audience and promote eco-friendly practices effectively. We developed a comprehensive understanding of the market by analyzing macro-trends, micro-trends, competitor outlooks, and consumer trends. We have also conducted several interviews and UX fieldwork to understand user insight. Our campaign content resonated with consumers by approaching sustainability in a more accessible and fun way. CHALLENGE: We conducted A/B testing and found that graphics and illustrations led to a better response than scenario photos. We designed interactive and creative content that utilizes these elements to stimulate positive consumer engagement. The main visual elements of the campaign were activated across multiple social media formats, maintaining a user-friendly approach. ADDED DATE: 2023-02-24 07:30:24 TEAM MEMBERS (5) : CEO: Silvia Yu, Creative Director: Chris Chung, Senior Account Manager: Anew Yu Hsin Lin, Senior Strategists: Marco Negri, Lucas Willery and Senior Designers: Tai Yuan Chiou, Chien Chun Feng IMAGE CREDITS: Image Credits: Primary Image: Model - Jared Chiou Optional image 1: Model - Tina Feng, Jared Chiou, Stacey Yu Optional image 2: Model - Stacey Yu Optional image 3: Model - Jared Chiou Optional image 4: Model - Tina Feng Client: Giant Manufacturing Co. Ltd. Agency: RedPeak PATENTS/COPYRIGHTS: Copyrights belong to Momentum Bike, 2023. |
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| Visit the following page to learn more: https://www.momentum-biking.com/global | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Momentum Bikes PROFILE: Momentum is a global brand that aims to push boundaries and improve lives through a unique commuting culture that blends leisure and fashion with quality products and services. By offering tailored solutions for each city, Momentum continually seeks new opportunities, sets the pace for the industry, and shares its vision with consumers. In doing so, they strive to help their customers achieve their goals and aspirations. |
| AWARD DETAILS | |
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Ride On The Right Track Social Media Campaign by Tai Yuan Chiou and Chien Chun Feng is Winner in Advertising, Marketing and Communication Design Category, 2022 - 2023.· Press Members: Login or Register to request an exclusive interview with Tai Yuan Chiou and Chien Chun Feng. · Click here to register inorder to view the profile and other works by Tai Yuan Chiou and Chien Chun Feng. |
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