CTBC Bank titled-sponsored the 2019 WBSC Premier 12, an international baseball tournament in which Taiwan battled it out to qualify for the Tokyo Olympics. To unite the public to cheer on the national team, the bank designed a 360° marketing campaign that spanned online and offline.
The campaign was a great success, with its branding video receiving 2 million organic views within one week and ultimately being named YouTube Taiwan’s most successful advertisement for the year. The bank used various means of online engagement, including through Facebook and stickers for an IM app, and also hosted the country’s biggest Premier 12 watch parties. In total, the tournament and our sponsorship generated media coverage of 7,348 pieces, with PR value of approximately US$35 million.
In the latest round of an annual survey, the bank had the strongest brand image in terms of public welfare in Taiwan.