Taiwan's top ten copywriting quotes, revealed~

This article selects the top ten copywriting phrases from the 31st Taiwan Advertising Buzzwords Awards, which not only show the ingenuity of words, but also reflect the integration of social mentality and popular culture. From the warm family cooking of FamilyMart, to the travel attitude of CRASH BAGGAGE, to the creative marketing of Shopee Shopping, each phrase is a perfect combination of creativity and brand spirit.

Who doesn’t love the famous quotes? Every famous quote not only shines with the ingenuity of the words, but also reflects the mentality of society and the shadow of popular culture.

The results of the "31st Taiwan Advertising Buzzwords Award" founded by Taiwan's "Dongnao" magazine are out. The theme of this issue is "Let the Buzzwords Fly: The Wind of Creativity Never Stops." Homophonic puns and puns continue to be popular, and Shopee, known as the "Pinduoduo" abroad, has become the biggest winner.

The winners of the 2024 Advertising Buzzwords Award are:

1. Ten golden sentences

01 Cook for love and love cooking even more

Advertiser: FamilyMart

Agency: dentsuMB

Products and services: Fami Cook

Wow, the first one is pre-prepared meals. FamilyMart hopes to expand its service scope from individuals to families, so it launched the new product Fami Cook. Different from traditional cooking packs, Fami Cook claims to be "no need for preparation, no need for cutting and washing, and no need for seasoning". It not only reduces the cooking time of busy office workers, but also allows them to enjoy the health and fun of self-cooking.

Of course, this copy has a particularly good concept, that is, even if modern people are very busy, even if everyone starts to use pre-prepared meals, in people's hearts, they are still willing to cook meals for their loved ones. Only by cooking by themselves can they instill their own thoughts in the process, bring them to their loved ones, see the satisfied and happy expressions on their faces, and fall in love with the joy of cooking.

02 Release your playfulness but be careful

Advertiser: Hang Lung Bank CRASH BAGGAGE

Agent: Lianle Digital Marketing

Goods and services: Luggage

This is a luggage advertisement specifically targeting the MZ generation (those born in the 80s, 90s, and 00s). Normal travel requires all kinds of travel strategies and precautions, but this suitcase brand from Italy expresses its brand attitude of "Handle without Care" with its bright colors and installation dents. Traveling is like life. Instead of worrying about the suitcase getting hit during the trip, it is better to enjoy the journey freely and playfully.

The phrase "Liberate your playfulness but be careful" is a transformation of "Handle without Care". It expresses the brand's attitude very well and is a classic golden phrase.

03 FORD RANGER, RANGE SUPER LARGE

Advertiser: Ford

Agent: Global Qifu Advertising Co., Ltd.

Products and Services: FORD RANGER

"FORD RANGER" is an off-road pickup truck full of masculine charm. The vehicle is powerful and has off-road performance. The rear cargo box can also be used as a cutting workbench to meet the various male play hobbies. Therefore, the slogan extracts the word RANGE (range) from the product name RANGER, conveying the ultimate cross-border from driving to entertainment, and a masculine attitude towards playing cars.

It can be seen that the first three are all golden sentences with some rhyming elements. It is indeed an effective way to produce golden sentences by repeating rhyming words to enhance the rhythm and ingenuity of the copy. However, this method sometimes gives off a sense of deliberateness when used too much. The reason why the above sentences can be selected into the top ten golden sentences is that, more importantly, they are able to highlight the brand proposition and brand tone intuitively enough while having the right sentence structure, and carry more emotions and appeals.

Then the remaining seven sentences are basically dominated by homophonic puns, and Shopee, known as the "International Pinduoduo", can be said to be the biggest winner.

04 I Understand My Dad

Advertiser: Shopee

Agent: Singapore-based Shopee Entertainment E-commerce Co., Ltd. Taiwan Branch

Products and Services: Shopee 8.8 Free Shipping Sale

This advertisement has an insight that most fathers are not satisfied with their Father's Day gifts, but they are not good at expressing themselves, resulting in their children not knowing what their fathers want, so they can only give polo shirts, razors, and belts. Finally, the fathers couldn't stand it anymore and started to protest on the streets, "Giving razors every year, how many chins do I have to shave?" So Shopee invited the famous tutor Lai Shixiong to launch the "Understanding Dad Tutoring Course" to deeply analyze the real needs behind the various strange behaviors of dads, and help their children choose Father's Day gifts that their fathers really like on Shopee.

05 Focus on the present and never give up

Advertiser: UCC BLACK

Agency: Hakuhodo Taiwan

Products and services: UCC BLACK

This copy comes from UCC Black Coffee’s brand spirit “NEVER LOOK BACK”, which means never look back. Combined with the product characteristics of black coffee, “lifting spirits and increasing fighting spirit”, it conveys that at important moments, UCC will focus on the present with them, showing the positive power and momentum of advancing without retreating.

"Focus on the present, and never give up" may make more sense when combined with this poster.

06 Purdue must be passed quickly

Advertiser: Shopee

Agent: Singapore-based Shopee Entertainment E-commerce Co., Ltd. Taiwan Branch

Products and services: Shopee Zhongyuan Festival

This idea has captured a pain point. The Ghost Festival is an important festival for ancestor worship, and it has many complicated customs and taboos that are difficult to handle. Shopee has launched the "Ghost Festival Express Box", which allows users to order all the offerings for the festival in one click, making the festival very quick.

07 Women's affairs are your affairs

Advertiser: Shopee

Agent: Singapore-based Shopee Entertainment E-commerce Co., Ltd. Taiwan Branch

Products and services: Shopee 3.3 Goddess Shopping Festival

Why is it Shopee again? Why is it a pun again?

This project is based on the rise of women's consciousness in recent years. On Mother's Day, many people hope that mothers can tear off the inherent labels and be free to be themselves. Not only that, women all over the world have been bound by traditional values for a long time. Women are beautiful only when they are slim, dignified and elegant, and their clothes cannot be too out of the ordinary, etc. From this insight, the spirit of Shopee's activities is extended, hoping that women can live out their own attitudes. Beauty should be decided by women themselves.

"Women's business, beauty is your business" means "it's our business, not yours" from the female perspective, and also "for women, beauty is your own business and has nothing to do with others" from the public perspective.

I have to say that Shopee is really good at doing things. From Father's Day to the Ghost Festival to Mother's Day, it can grasp the pain points of the target group's needs at every node, and then provide solutions with its own services.

08 Anytime, Got Your Back

Advertiser: Samsonite

Agent: Chunshu Technology Co., Ltd.

Products and services: Business backpack

Samsonite launches the business backpack, targeting business elites. The shopping mall is like a battlefield, and the backpack is the comrade you can trust with your back. No matter what kind of professionalism you want to show, the Samsonite business backpack is "the comrade who supports you most" in different professional fields, and you "got your back" from behind!

The Chinese translation is "Always be professional", which is a pun and quite clever. It means looking professional, which is crucial for daily business contacts, and it also supports you professionally and escorts you in your business.

09 Open G fast

Advertiser: Menarini

Agent: Global Qifu Advertising Co., Ltd.

Products and services: Cebet

What a pun! Menarini's product "Sebeta" contains a new generation of male aphrodisiac ingredients. The slogan points out in a humorous way that "Men want their GG to start up quickly", which humorously and clearly conveys the product's strength and integrates online keyword searches, making "Start G quickly" a hot topic on the Internet.

10. Practice Love with the Earth

Advertiser: Lock & Lock

Agent: Cloud Era Digital Co., Ltd.

Goods and services: brand value

Lock&Lock is a company that supports environmental protection. It insists that every product it develops can achieve the goal of "saving energy and reducing carbon emissions, and doing our part for the earth!". It is committed to providing all kinds of environmentally friendly travel cups, food storage boxes, and cookware, and encourages consumers to reduce the use of disposable tableware and plastic bags. In conjunction with the current topic of World Earth Day, it uses homophony to advocate that everyone can "practice loving the earth in this way", so it uses the theme of "Practice" loving the earth to cut into the brand's core value.

There are some good ones among the top ten social media copywritings. Let’s take a look at a few of them.