KAO Attack
annual proposal

concept

“The most Taiwan-centric clothing strategy”

As a leading laundry detergent brand in Taiwan with high visibility and sales volume, KAO Attack has launched functional laundry detergents tailored to the Taiwanese environment. It emphasizes the brand's understanding and importance of Taiwan and its people, staying closely connected to Taiwanese imagery. Taking a clothing perspective, KAO Attack showcases its professionalism.

「最懂台灣的衣學對策」

作為在台灣知名度及銷售量數一數二的洗衣精品牌，並針對台灣環境推出了功能洗衣精

強調KAO Attack對台灣及台灣人的了解與重視，因此緊扣台灣意象

從衣物角度作切入操作，並且展現KAO Attack的專業度

idea

We invited Janet who is a mom and has the upbeat and positive image that deeply loves and understands Taiwan, as the main spokesperson for KAO Attack. This celebrity mom has previously hosted TLC's “Fun Taiwan" program, which showcases her affection for Taiwan. Additionally, we planned to collaborate with other well-known KOLs in their respective fields to amplify the brand's message. Through engaging, entertaining activities and social media campaigns, we incorporated popular trends, cultural elements, and Taiwan's unique environment to create a vibrant and engaging brand experience.

邀請主持TLC瘋台灣－充斥愛台灣、了解台灣，陽光正面形象的媽媽明星——Janet作為主要代言人，並結合其他在各自專業領域極具知名度的KOL作深入擴散。帶入台灣時下流行、文化與環境等台灣意象做有趣的波段活動及社群操作。

Our marketing strategy for KAO Attack's ESG eco campaign involved a collaboration with renowned singer-songwriter and mother, Waa Wei. Together, we planned to create a unique musical experience that combined the soothing sounds of flowing water with the harmonious presence of marine animals. This collaboration would result in the release of a special single titled "Voice of Purity." Through this initiative, KAO Attack aimed to raise awareness about environmental issues and promote eco-consciousness among the public. Together, we would lend our voices to the cause of protecting our planet.

為一匙靈的eco campaign ESG發展行銷操作

與身為媽媽的金曲歌后——魏如萱合作

結合洗衣流水聲和海洋動物悠遊於海中的聲音，推出「淨地之聲」單曲

替地球發聲，提高環保意識

We were going to promot one of KAO Attack's products, Attack ZERO, targeting the young demographic that values fast and efficient cleaning solutions. Our plan involved creating popular webcomics that resonate with the modern youth's personalities and daily lives. The comics depict contemporary stories of fast-paced romantic relationships, where the development of the plot is influenced by the use of Attack ZERO.

替一匙靈其中一支產品Attack ZERO作產品推廣

針對主打的年輕族群TA和快速潔淨的產品特性

結合現代年輕人的性格、日常生活，製作當紅的網路條漫

訴說現代速食愛情男女的故事，當中因為Attack ZERO影響了故事的發展…

We are strategizing channel marketing and packaging for KAO Attack products on the MOMO e-commerce platform. Taking advantage of the year-end tradition of visiting temples in Taiwan to pray for blessings, many people bring their personal garments to be cleansed in the temple's incense burner, seeking spiritual protection. In this channel promotion, KAO Attack will take all the laundry detergents sold on MOMO and have them passed through the incense burner. By using KAO Attack laundry detergents, customers not only clean their clothes but also receive the divine blessing of "protective garments." Wearing freshly washed clothes will be equivalent to wearing good luck, eliminating the need for consumers to personally bring their clothes to the temple for cleansing.

("Protective Garments" is a homophonic term derived from the concept of "Protective Talisman" in Mandarin. It is pronounced the same way in Mandarin and carries the meaning of making clothes washed with KAO Attack products become a protective charm that brings good luck to people.)

為KAO Attack 系列產品於MOMO電商平台促銷思考通路行銷包裝

配合年底迎接新年的檔期，台灣人會去寺廟拜拜的習俗

去寺廟拜拜時，許多人會帶著貼身衣物去過爐，以獲得神明靈力庇佑

此次通路促銷，KAO Attack將所有在MOMO上販賣的洗衣精拿去過香爐

在使用KAO Attack洗衣後，不僅能將衣服洗淨，煥然一新，更能獲得神明加持「護身服」

戴上好運氣，替消費者省去帶衣服過爐的程序