Recently, Taiwan's Yuyu Card (Bus Card) Company invited Japanese adult film and television actress Hatano Yui to endorse and launched two yo-yo cards with "Angel" and "Demon" shapes. The rather bold marketing move can poke the honeycomb of Taiwan's public opinion and public opinion. This eye-catching leisure card, which is called a fishy color, has more proponents and more critics.
<b>Tricking boys into taking a bus? </b>
Taiwan's U-Yo Card is widely used. You can swipe your card by bus, MRT, Taiwan Railway, and public bicycle in Taipei. In Taiwan, with a population of 23 million, the total number of U-Yo Cards issued has exceeded 54 million.
Asking celebrities to endorse is the usual marketing method used by merchants. Dai Jiquan, head of the Yoyo Card Company, said that the Company issues dozens of celebrity merchandise cards every year. Celebrities such as the music idol group "Mayday" and baseball player Wang Jianmin have all appeared on the cover of the Yo-Yo Card, and they are all limited editions, but with "AV actress" as the protagonist, it is the first time.
Dai Jiquan said that the issuance of the Hatano Yo-Yo Card is not to step on the legal red line. Hatano Yui is known as "Dark Lin Chi Ling" in Taiwan, and its popularity is constantly rising. The launch of the U-Yo Card with her as the cover of the U-Yo Card Company naturally has the intention of stimulating consumption.
Surveys show that 65%-75% of U-Yo card users are currently women, so there have been calls to increase the incentive for men to use popular tools. Even Taipei Mayor Ko Wen-che has said, "Trick them into taking buses and MRTs!" Taipei City Government Municipal Advisor Hong Zhikun also posted a picture of Hatano's version of the Yo-Yo Card on Facebook, saying that he wanted to "let the boys return to mass transportation!" ”
<b>"No face" or "false Taoism"? </b>
Some commentators believe that the yo-yo card should be a popular product for all ages, but these two yo-yo cards are only designed for adult men, and the practice is "absurd and bizarre". Taipei City Councilor Qin Huizhu said, "If such a leisure card is purchased by underage children, what an unhealthy impact it will have on them!" Because the Taipei Municipal Government holds 40% of the shares of Yuyouka Company, Ke Wenzhe was also criticized for "making money from skin and meat" with the consortium and "dying Yuyouka yellow". Women's groups have also expressed dissatisfaction with this, arguing that "commercializing women" will make gender equality go backwards.
Taiwan netizens also have positive and negative bipolar discussions, some people think that as long as there is no dew point, there is no violation of the law, there is no impossible, "less false Taoism learned from Taiwanese!" A bunch of betel nut boxes with three-point photos of women printed on them? Some people also feel that "asking for money without face", "bad customs", "difficult to accept". At the same time, some netizens joked that "will it be scolded, and as a result, this one will be sold out of stock."
Due to the continued fermentation of the controversy, the main sales channels of Taiwan's Yo-Yo Card Company, including 7-11, FamilyMart, Laierfu, OK and other 4 major supermarkets and Taipei MrT Company, have successively expressed their refusal to sell Yo-Yo Card endorsed by Hatano.
<b>Is it good to hype controversy? </b>
Today, although Taiwan's U-Yo Card Company has been in the limelight for a while, negative controversy is also continuing to ferment. In this way, is such a marketing case still a success?
Niu Zexun, a well-known communication scholar in Taiwan, believes that "this is a complete failure case", and the company naturally destroyed its own image by asking AV female endorsements. "Creative marketing is not about hype controversy, it's about creating wonder." Manufacturers can not only think that creating controversy is success, but should work harder to think about how to make the most natural combination of marketing and products, which highlights the marketing power.
Netizen tootoobird said: "Look at the popularity of this topic, you know that the marketing strategy of the Yoyo card company has grasped the direction, and the men who usually use the Uygur card less often, this time in the face of media bombardment and the controversy of the famous mouth, have finally noticed the thing of the Yoyo card." The latest example is that the two Yo-Yo Cards were purchased by telephone reservation from September 1, and 30,000 cards were sold out within 4 hours. It seems that the joking Taiwanese netizen guessed correctly.