Award: CAMPAIGN CATEGORIES \ C25. Best Use of Technology

MGallery is located in Huashan1914 Creative Park, a great place for outdoor events since the park always has organic visitor traffics on weekends. However, MGallery is a 3 months long campaign! As current people have fragmented attention, it is a big deal to generate event freshness and interest continuously during 3 months, without relying on holiday traffics. By leveraging technology to implement a real-time optimization of the campaign. To meet and amplify campaign traffics target, enhance customer relationship and deliver best brand experience through a comprehensive data-driven, technology supported strategy. Eventually generated NT$8 million earned media value, measured by 3rd party specialist, over 25k visitors exceeded estimation by 250%, 4.4x CTR performance versus benchmark, 180+ man hours saved by automated system, and over 345k engagement within the period.