When we entered Taipei in 2011, we didn’t hold back. We rented a swanky office. We rolled out the same campaigns that had worked everywhere else. In our minds, the playbook was bulletproof. But within the first 2 months, cracks appeared.
We ran one of our tried-and-tested ad copies – the same ones that had always brought in clients. In Singapore and Hong Kong, phones would be ringing off the hook. In Taipei? Silence. Especially from women. We later realised the credibility of our company was too low. Many worried about being scammed.
