2016 Taiwan election media strategy at a glance! Campaign ads, social networks, little things around... The brain hole is all open Full media view
Taiwan's leadership election will take place on January 16. In the face of a complex election campaign, campaign teams have staged a variety of and varied election media battles in order to increase their leverage. From campaign ads, to social account operations, to the perimeter of creative creation, there has been a lot of hard work.
Taiwan's leadership election has been a tradition for years: candidates launch their own campaign ads, and this year is no exception.
Campaign ads that take away the heart card have always been a "powder-sucking" weapon. This year, Tsai Ing-wen's team launched a campaign ad called "Choose To Care About You." The ad calls on voters to "look at their children" and think: "Why vote?" Just because you can vote? Because you care, you have to make you care about the voice. "
Advertising, a tweeter through the main line, it appears in the streets, rivers and fields, it appears in the place, there may be a variety of problems, food safety, the gap between the rich and the poor, environmental pollution, education issues ... The ad hopes to give viewers a sense of generation, "When looking at the face of the family, these questions must care..."
#视频 Tsai Ing-wen's campaign ad, "Choose Cares About You," at 02:17
Similarly, Zhu Lilun launched the campaign ad "For Us ㄟ Taiwan", which uses the editing technique of split-screen stacking, so that people of different dialects, different occupations and different ages can draw in turn, expounding the idea that "each other is part of each other".
#视频 Zhu Lilun's campaign ad, "ㄟ for Us", is 01:00
In addition to actively expanding the vote, the candidate teams in the launch of video ads, do not forget to consolidate the core group's support.
Zhu Liwen team to stabilize the "fifth grade students", that is, over 50 years old middle-aged support, the theme of "fifth graders" video ads. The content of the advertisement is carried out in the form of a confession by a business executive, using the first person to tell the confusion and voice of this group, in order to arouse the collective identity of this group.
In Taiwan's leadership election, Tsai Ing-wen's team locked in a core support group of "young people".Taiwan's 20-35-year-olds make up 37% of the overall vote and are an active part of media opinion.However, many young people are unable to return home to vote because the voting date is set for January 16th and the university's final exams are "crashed".
To that end, Tsai Ing-wen's team launched a ticket-buying television ad that aimed the camera at young people reading and working outside the home, telling them that the road home was not that far away.
The film shows the young people's journey home, a variety of transportation, and loved ones hug, a train when the details, all in order to finally lead out -"January 16th, go home and vote.", aimed at getting young voters to act.
Among the younger groups, the "first cast" is particularly concerned. This group refers to young people who have turned 20 and are voting for the first time. According to Taiwan's Central Election Commission, the number of "first-casters" in Taiwan's 2016 leadership election reached 1.29 million.For this ethnic group, Tsai Ing-wen's team will take the small fresh route to the end.
Last October, more than a dozen students at Taichuon Girls' High School took off their skirts and fought for the right to wear shorts to and from the school. Tsai Ing-wen's team used the footage to launch a video ad that read, "Remember that year, you shouted for freedom." And now, at 20, go vote! "Simple and straightforward.
Candidate Song Chuyu in the party image advertising, but focus on shaping their own solid style and team image. By seeking solutions to a variety of social problems, the image of the pro-government party as "professional, rational and pragmatic" is highlighted. And the high density of information, but also let the campaign ads full of "dry goods" both visual.
Song Chuyu's other advertisement, "Mud", is a metaphor for the spirit of Taiwan, modesty, experience, tolerance, respect, and combined with their own experience, with small insight, with mud way to make people shine. The advertisement is full of imagesWithout these not beautiful quenching, man, how to carve a moving soulSuch strong chicken soup, further strengthen the candidate's "solid, practical" image.
#视频 Song Chuyu campaign ad "Mud", time: 02:39
The ad also launched a theme poster simultaneously, however, the mud poster was broken by netizens.
Some netizens think Song Chuyu can go to endorsement volcanic mud face wash:
In fact, Song Chuyu is not the first to be teased by netizens, before Tsai Ing-wen appeared on the cover of TIME magazine was compared to "Star Wars" Yoda master, Hong Xiuzhu caressing the pet turtle is considered to be very much like the "Lord of the Rings" grunt.
Some of the "secondary topics" may have spread unexpectedly, but they have all succeeded in attracting public attention and even being a booster for candidates in scorching battles.
The battle for votes in Taiwan's leadership election is also raging on social media, particularly Facebook, in an effort to woo the votes of young ethnic groups and capture the high ground of public opinion.
Tsai Ing-wen is the most popular on Facebook, with 1.64 million followers and up to 50,000 likes. In addition to daily updates and offline activities, Tsai Ing-wen also launched a "last 30 days before the election, a bright Taiwan" photo campaign.
Event participation is easy, just download the event hand up the card, choose a place that feels meaningful to take a photo, send the photo to the designated mailbox, you will have the opportunity to board the "Little English Facebook." For nearly a month, Tsai Ing-wen's Facebook post has been updated daily with a photo of her online users, allowing voters to turn into "water taps" and volunteer to do two-line publicity for the event.
Song Chuyu on Facebook to play the "community card", set up "Song Chuyu to find friends" and "Song Chuyu back-up association" two home pages, intended to create a candidate's online fan community.
Song Chuyu's homepage dedicated to posting offline travel photos:
"Song Chuyu Back-up Association" later the mission to release support information, the production of light-hearted humor GIF small picture, strong Song Chuyu:
It's worth noting that each candidate, without exception, cooked chicken soup on social networking sites.
Tsai Ing-wen specializes in emotional chicken soup, gentle and meticulous language, and is good at taking the common-sense civilian route:
In addition to Tsai Ing-wen's long chicken soup, Zhu Lilun's language style is closer to the language habits of the younger generation, expressing simplicity and strength:
In addition, Zhu Lilun is also good at playing family cards, posting pictures of his grandmother and thanking all the older groups who supported him:
According to a survey on Taiwan's website, Taipei Mayor Ke Wenzhe, nicknamed "Ko P" ("P" stands for professor, professor), was visited more than 20,000 times during the election campaign. New North mayoral candidate Yu Xixuan's nickname "Travel tin square earth" by netizens and the media favorite, Yu Xixuan also set up a "dynamic square earth band."
Tsai Ing-wen, who calls herself "Little Ying" in Taiwan's leadership election, was affectionately known to fans on Facebook. Song Chuyu, 73, also calls himself "Little Song" in the "Shaving" ad.
Every time Taiwan's regional leadership election, there will be "creative products" emerging. This year, several candidates Q version of the face shape hoe, poked in countless people's germination point, received numerous praise. Packed in a special box of Taiwan's topographic maps, it's a great companion.
T-shirts printed with slogans are naturally not undying:
Teams of candidates have also launched personality peripherals. Zhu Lilun took the "warm man" route, last month drove a fat card action car with his own Q version of the image to the public to send "warm bag" (simply understood as "warm baby"). "Ting" is the hot meaning, apart is "strong", echoing the "Taiwan is the power" propaganda. According to the production team, each warm pack costs less than NT$5, with a total of 100,000 initial productions. The campaign trail is "warm" as the core of the campaign, hoping to glow and heat up.
Tsai Ing-wen's team has launched a charity gift called "Little British Pads and Tableware". On the day Tsai Ing-wen's team was founded, as long as the site donated 917 yuan of charity money, you can get Xiao Ying limited "lighting Taiwan mat." 917 take the "Together" tone, hoping to rally the strength of the masses to support Tsai Ing-wen.
Other peripheral items include "Light Up Taiwan" hope bracelets and eco-friendly bags, "tea day" gift boxes and so on.
Song Chuyu team is firmly take the orange vitality route, the introduction of "together to find the road 17976 memorial jogging socks", meaning "wear socks, take good roads, together to find the way." The team also introduced square commemorative scarves, commemorative jogging socks and other warm items.
In this, the all-media school combs the candidate's media strategy in the campaign, analyzes the phenomenon and shares it with the reader. With just two days to go until Taiwan's leadership election, the final outcome will be a wait.
Notice: For this oneTaiwan's leadership electionThe all-media group launched a survey of Taiwan's indigenous college students to understand their media involvement. The all-media will release an in-depth survey report on Saturday, so stay tuned.
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look