Connect Chiayi, Illuminate Sustainability
With the advancement of digital policies, Taiwan's first LINE digital innovation city, "Home Chiayi" LINE official account, has been launched. "Home Chiayi" not only integrates various convenient functions for Chiayi residents and connects hundreds of local stores to create a "Return to Chiayi Route," but also features the "Green Action" initiative by IF Plus. This initiative combines deep insights and innovative creativity to significantly raise citizens' awareness of carbon reduction and amplify the impact of carbon reduction actions.
In recent years, the issue of Sustainable Development Goals (SDGs) has become increasingly prominent, and "sustainability" has become the highest goal pursued by all of humanity. However, for Taiwanese people, who are internationally known for their resource recycling, environmental sustainability has long been a national consensus. Therefore, the biggest challenge we face when promoting "Green Action" is how to elevate the intention of sustainability into sustainable actions.
Sustainable Together & Forever
After re-examining user insights, we discovered that the "lack of visible results" is the main reason why sustainability is difficult to maintain. Compared to other popular actions, such as personal growth, fitness, and saving money, not only does sustainability require a longer time span, but its effects are also less tangible.
Therefore, in the "Green Action" of "Home Chiayi," we have integrated the application of LINE Beacon technology to continuously awaken the public's awareness of sustainability. Additionally, through a "visualization of results" design strategy, we transformed users' daily environmental records from diet, transportation, and shopping into a more tangible "Green Stamp Book." This, combined with an engaging interactive design, successfully turned cold, hard environmental data into proud carbon reduction achievements. The "Green Action Buddy - Turkey" can even surprise users with small gifts from local stores based on their green actions, encouraging sustainable behavior and creating deeper local connections in Chiayi.
In just two months, not only has the public collectively reduced over 3,372 kg CO2e, but the highest individual carbon reduction reached an impressive 339 kg CO2e. Through the "Green Action" of "Home Chiayi," we have connected the shared pursuit of sustainability and achieved remarkable results from sustainable together to sustainable forever.
Greater Creativity with LINE Connection
According to the 2023 Global Digital Report (2023 Digital Report), LINE, with a 90.9% usage rate, is the most popular social media platform in Taiwan (followed by FB with 85.1%). LINE also holds nearly half of the support as the favorite social platform among Taiwanese people (48.1% for LINE, 16.6% for IG). With technological upgrades and the application of LINE Beacon, today's LINE official account has evolved from an "all-encompassing information integration platform" to a "digital solution that connects with users on a personal level." Without the need for additional app development, the current LINE not only creates shorter and more precise consumer journeys for projects but also realizes digital connection and physical interaction synergy through well-designed processes and offline LINE Beacon technology.
Every user journey, interaction point, and feedback data in the LINE official account acts like a component of brand evolution. As the project progresses, these elements interact and aggregate into a comprehensive project observation tower, revealing experience gaps, user pain points, individual and group movement trajectories, and other key indicators. This provides brands and projects with angles for iteration, optimization, and transformation. Besides valuable user intelligence and consumer insights, the development and application of artificial intelligence in recent years have unlocked immense potential for LINE official accounts. This brings strong insights and opportunities for various MarTech goals, such as data patterns, individual tags, and user journey analysis, evolving along with the activity and connecting brands to a more creative future.
Audience Feedback
◦ I love Chiayi, sustainability +1
◦ Seeing our contributions makes me feel like we're saving the earth together
◦ Love the design of the turkey walking around by itself – it's so cute!
Media
◦ LINE Teams Up with Chiayi City Government to Launch "Home Chiayi": Co-Creating a Sustainable Smart City Blueprint
◦ [LINE Digital Innovation Project] Home Chiayi: Enjoy Chiayi's Fun
◦ Chiayi City Government Partners with LINE Taiwan to Build Taiwan's First LINE Beacon City: Promoting Digital Innovation in Three Dimensions - Sustainable Travel, Sustainable Business, and Sustainable Environment
主辦單位 Organizer｜嘉義市政府ＸLINE Taiwan
創作團隊 Creative Team｜當若科技藝術 iF Plus
藝術總監 Art Director｜王伯宇 Poyu Wang
策略總監 Strategic Director｜周杰璁 Jet Zhou
客戶經理 Account Manager｜陳冠瑾 Anis Chen
專案經理 Project Manager｜莊昱婕 Jessy Zhuang
創意概念 Ideation｜陳冠瑾 Anis Chen、莊昱婕 Jessy Zhuang、李世斌 Niel Lee、李翊慈 Sophia Lee、謝國揚 Argo Heish、戴丞萱 Cheng Hsuan Dai
內容設計 Content Design｜李世斌 Niel Lee、李翊慈 Sophia Lee
視覺及介面設計 Visual / UI/UX Design｜李世斌 Niel Lee、李翊慈 Sophia Lee
動態設計 Motion Design｜謝國揚 Argo Heish、戴丞萱 Cheng Hsuan Dai
前後端程式設計 Full Stack Developer｜小白 Arthur Pai
