TAIWAN. Ever Rich Duty Free has released its first branded video, a motivational film called ‘One Name’, that the company says reflects its own principles and the persistence of the Taiwanese people.
Both the three-minute version, launched on Ever Rich’s Facebook fan page, and a shortened one-minute edition on YouTube (view below) generated over one million views within a week of release.
Ever Rich Duty Free, Taiwan’s leading travel retailer, has been serving the public at the country’s international airports for 22 years. On reaching that landmark, the company noted that it had operated through several testing periods, including SARS, the Asian economic crisis and others.
Throughout the years, good and bad, the company noted, it has witnessed Taiwanese people in their millions flying to numerous destinations for business, pleasure and family reasons. “They never give up, and show great perseverance for ‘the name in their heart’,” Ever Rich commented in explaining the film’s title.
Click on the YouTube icon to watch the one-minute version of ‘One Name’
Ever Rich said that it not only feels motivated by Taiwanese travellers, but also strives to promote Taiwanese art and culture and an outstanding duty free shopping experience for every passenger it serves. “We have been putting a great effort behind the name in our heart, just like those people Ever Rich witnesses at our airports,” it said.
Recent political issues, including the rupture of diplomatic relations with the Republic of Panama, and an uncertain economic environment, have prompted a certain negativity in Taiwan, Ever Rich said. This prompted the company’s desire to underline the positive values of the people’s persistence in film.
Ever Rich invited five sporting teams or individuals – the Taipei Municipal Jingmei Girls’ High School tug team; The handball team from Taiwan Dajia Junior High School; the Evergreen University rugby team; the Tsinghua University power machinery factory ‘racing factory’; and Taiwan’s first cirque du Soleil dancer, Yijun Zhang – to star in the film.
Each was chosen for the way they represent the combination of persistent effort, pre-competition anxiety, and delight when reaching their respective goals to become world champions. The resultant film is designed to strengthen the people’s faith and serve as a motivational inspiration, Ever Rich commented.
Ever Rich Duty Free said that the idea of the film comes from the “touching feeling of persistence”.
Following the film’s launch, the retailer is launching a series of social media activities from mid-July to encourage people to speak out on the ‘one name’ for which they have been persevering. Ever Rich will also launch a charity campaign, again themed ‘one name’, later this year.
