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CDRI Wow! Taiwan

A Welcoming Party Into the Local Market

CDRI Wow! Taiwan

A Welcoming Party Into the Local Market

Challenge


To discover new markets in the Philippines, Taiwan’s Commerce Development Research Institute (CDRI) decided to hold a press launch and a week-long pop-up store featuring 15 premium brands under the theme of ‘Let’s Home Party’ in cooperation with the Taiwan Tourism Board. The organization needed a partner that can help them realize their visions and navigate the local media in emerging markets like the Philippines.

Approach

M2.0 Communications became CDRI’s counterpart in the Philippines, providing talent sourcing, logistics, event and programme management, media invitation, interview support, article seeding, and media monitoring. M2.0 looked for local talent to act as brand ambassadors and fill other roles.
M2.0 arranged all aspects of the press launch and pitched interviews to the media. To support the speakers, the team wrote briefing books to help polish their message. Articles from CDRI were localized for the Philippine press then seeded before and after the event.
During the event, CDRI brought a Make-up Show to be the main attraction. But to keep the energy high, the M2.0 team ran with the event’s ‘Home Party’ theme and introduced games that are common in Filipino house parties, such as karaoke singing and party games.

Results

The ‘Home Party’ attracted lots of attention from the media and the bystanders near the booth. Each day, 150 mall goers was targeted by the event for surveys; a number that was easily met, 20 media attendees were expected in the press launch, 39 appeared, including major newspapers. CDRI had a goal two to three media interviews; six interviews occurred. From a total target of 23 media pick-ups, 46 were counted including social media posts; CDRI collected tons of information and exposure, which helped them enter more products into the Philippine markets.

150

Daily Average Mall Goers

46

Media Pick-ups
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