CAPSULE and KGI Bank’s in-depth collaboration on the "Tainan Josh × WBC Qualifier Live Broadcast Marketing" successfully clinched the Gold Award in the Influencer Marketing category at the 2025 Digital Singularity Awards, recognized for its innovative content strategy and profound market insight. This accolade not only affirms the planning prowess of CAPSULE and its creators but also highlights KGI Bank's brand foresight and competitive strength in the financial products market.
Crafting Truly Shareable Content with Creativity and Product Power
Amidst Taiwan's intense focus on the WBC (Taiwan vs. Spain) live broadcast, CAPSULE and KGI Bank combined their strengths. They leveraged the core feature of the industry's first mileage reward and dual-currency payment card, the "KGI Dual-Currency Mileage Card" – accumulating 1 mile for every NT$18 spent – by fusing creativity with product advantage. They found the most resonant entry point for fans, transforming it into an immediate, tangible aspiration:Accumulate miles now, fly to Japan next year to cheer for the Chinese Taipei team.
Utilizing Tainan Josh’s "anti-indicator physique" meme, coupled with a situational script designed by CAPSULE, the product information was no longer a forced placement. Instead, it was developed on the foundation of KGI Bank’s product strength, naturally integrating into the emotional flow of the live stream as a creative segment. This ensured KGI Bank's brand message was delivered in a way that the audience was "willing to listen to, or even anticipated listening to."
Achieving a Win-Win-Win for Brand × Creator × Audience
Throughout the live broadcast, Josh introduced the card's highlights multiple times. This not only reversed the perception of typical paid content insertion but unexpectedly sparked intense interaction, with the live chat actively spamming phrases like"Read the KGI ad!"and"Don’t stop!", successfully generating a phenomenal social media effect.
The meme's popularity even extended to international commentary, with the broadcaster referring to Josh as the "Curse Guy" on air, allowing the discussion to spill over onto various platforms.
The final results extended beyond mere exposure; multiple viewers spontaneously shared images of their card applications after the broadcast, driving substantial conversions. This collaboration generated over 760,000 additional exposures for KGI Bank and triggered massive user-generated content and media coverage across Threads, Dcard, FB, and YouTube, forming a strong brand diffusion curve.
Collaborating to Create Value That Transcends a Single Platform
From strategy formulation, influencer selection, and content planning, to cross-platform integration and performance tracking, CAPSULE and KGI Bank set the shared goal of "jointly creating content that truly resonates."
This case successfully demonstrates that when brand product power meets precise content scene design, it can create results that go beyond exposure, genuinely driving conversion and long-term brand value.
CAPSULE will continue to explore more possibilities, looking forward to consistently building award-winning, win-win cases in the future.