friDay is an e-commerce brand in Taiwan which offers four different services on separate apps for smartphones, tablets, computers and TV sets. Market surveys showed that the users generally only used one app and were not familiar with the provider’s apps for other devices. This inspired the creation of the “1 / 4 campaign”. In collaboration with famous Taiwanese singers, the pop song ”friDay for More” was published as a four-part music video. When using only one device, people could only listen to a quarter of the song. The digital campaign encouraged them to put together four devices so they could stream and collage the four parts and enjoy the music video in its entirety.
Far EasTone Telecommunications Co., Ltd., Taipei City, Taiwan
Medialand Digital Strategy Limited, Taipei City, Taiwan