BQtw 護眼液晶顯示器宣傳活動起跑 (BQtw kicks off publicity events for eye-protective LCD monitors)

BenQ台灣持續以差異行銷的操作，成功塑造BenQ成為消費者心目中護眼螢幕的首選品牌，且不論是廣告訴求或者是各式宣傳活動的舉辦，紛紛引起競爭者競相跟進仿效。為了持續維持領先地位，在觀察到行動裝置把人們的生活時間切得片段又零碎，影音正是在零碎時間內，能快速滿足人們內容需求的觀看內容，因此嘗試了傳統螢幕業界較少使用的網路影音，希望能透過透過有趣的「網路影音」，以有趣的方式詮釋BenQ護眼顯示器的產品特色，期待能再次引發討論，讓BenQ電腦液晶顯示器成為市場的最亮點！主要以病毒影片，網路自動擴散發酵，結合趣味方式來訴說產品特色。Youtube影片上線一天即累積近萬人次點擊觀看。另亦製作趣味網頁，讓消費循序漸進了解產品功能與相關資訊，更設計互動遊戲讓消費者於遊戲中記牢產品功能。除了接軌網Earn-media 外，更製作廣播廣告於主流電台989好事聯播網與92.1飛碟電台的尖峰時刻做播放，讓消費者潛移默化接收資訊。

BenQ Taiwan continues to draw on differentiated marketing, successfully molding BenQ into consumers’ brand of choice for eye-protective monitors. Moreover, whether it is our advertising message or various publicity events, our efforts have attracted the attention of competitors who are seeking to emulate our approach. In order to maintain our leading position, and having observed how mobile devices are fragmenting our daily lives into short segments—with video and audio fulfilling the role of providing content to fill the fleeting moments when we are not preoccupied during the day—BenQ is using online video, largely ignored by traditional display vendors, to introduce the product features and benefits of BenQ eye-protective monitors in an entertaining way. We hope to stimulate discussion as well, making BenQ’s computer monitors the brightest spot in the market. Our effort is largely concentrated on viral video, relying on spontaneous sharing to spread our message in the online community, complemented by other entertaining ways to explain the product features. Our Youtube video attracted nearly 10,000 views in the first day after it was uploaded. We also produced an interesting webpage where visitors could gain an understanding of the product’s functionality and related information, and we also designed an interactive game that gave consumers a way to remember the product’s features while being entertained. Besides earned media promotional efforts, we also created broadcast commercials that ran during primetime on two popular radio stations, providing another route through which consumers could absorb information about the product.