Cathay Century Insurance has created “My MobiCare App” to provide helpful services for drivers when car accidents happen. People would not think of this mobile APP only if they encounter unexpected crash, even though the practical application may help drivers with clear instruction and great convenience. The actual usage remains really low, which causes the rate of delete been over high all the time, and even leads it really close to be taken down.
For this re-launch, we borrow the traditional custom in Taiwanese culture, which is to implore the lucky charm from Gods for driving safety. And the creative approach is to initiate crossover collaboration with the renowned temple, JennLann Temple; in addition, Heavenly Mother, Mazu, is adopted to be our greatest spokesperson for the campaign.
The extraordinary crossover collaboration caught the attention of local press, bloggers and raised high talk-about in social media. People are convinced that they not merely download some sort of tool, but more significantly, treasure My MobiCare APP as lucky charm, which is with Heavenly Mother’s blessing and aegis that they can carry closely all the time.