In a unique and creative move, Taiwan-based retailer Allianz has collaborated with director Hsiao Chiang and his new horror-comedy film, The Way of the Ghost, to launch a special Mid-Autumn Festival advertising campaign. The campaign, titled The Ghost Who Cares, draws on the island’s rich folklore and the movie’s narrative to present a series of heartwarming stories that encourage gratitude during the festival.
A Blend of Tradition and Modernity
Mid-Autumn Festival, also known as the Moon Festival, is a traditional Chinese festival celebrated by communities across Asia. It is a time for families to gather, enjoy the full moon, and share mooncakes. However, Allianz has taken a different approach by integrating elements of ghost folklore into their advertising, creating a blend of tradition and modernity.
The campaign revolves around three ghostly characters: the Deep Mountain Little Flying侠 (also known as the Yellow Cloak Little Flying侠), the Tunnel Three Sisters, and the police officer ghost, Katherine. These characters are inspired by local legends and the movie itself, offering a fresh perspective on the festival.
The Deep Mountain Little Flying侠
The Deep Mountain Little Flying侠 is a character from a Taiwan folk tale that dates back to the 1990s. It is said to appear at the Jhu Mountain South Peak Crossroads, wearing a yellow mountaineering cloak. The ghost is known to cause hikers to stray or fall into ravines. In Allianz’s version, the Little Flying侠 takes on the role of an environmental guardian, using its supernatural abilities to teach people not to litter.
The Tunnel Three Sisters
The Tunnel Three Sisters are inspired by the ghostly legends surrounding the Hsin-Yi Tunnel, a notorious haunted tunnel in Taiwan. These sisters are depicted as spirits who ensure road safety and catch drunk drivers. Their presence serves as a reminder of the importance of safe driving practices.
Katherine, the Police Officer Ghost
Katherine, played by actress Zhang Yongrong in the film, is a police officer ghost who targets both drunk drivers and渣男. Her role in the campaign is to highlight the importance of personal conduct and the consequences of poor behavior.
A New Approach to Festival Celebrations
Allianz’s campaign is a departure from traditional advertising methods. By leveraging the popularity of The Way of the Ghost and the island’s rich ghost folklore, the retailer has managed to create a unique and engaging campaign that resonates with the audience.
The campaign also addresses the common saying 鬼才管你 (ghosts don’t care), flipping it on its head to suggest that sometimes, it’s the ghosts who care the most. This message is particularly poignant during the Mid-Autumn Festival, a time when families come together and express gratitude.
Embracing the Fear Factor
The fear factor associated with ghosts is often a taboo subject, but Allianz has cleverly turned it into a source of inspiration and warmth. By presenting ghosts as benevolent figures who look out for people, the campaign encourages a positive and grateful mindset during the festival.
Conclusion
Allianz’s The Ghost Who Cares campaign is a testament to the power of creative advertising. By merging traditional folklore with modern storytelling, the retailer has not only promoted their brand but also fostered a sense of community and gratitude among their customers. As the festival approaches, the campaign serves as a reminder that even in the face of fear, there is always someone—or something—looking out for us.
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