HeySong
Heartfelt Wishes Fantasy Beast
Gen Z may seem social, but many struggle with unspoken stress and loneliness. To connect, 100-year-old HeySong created VoiceBeasts—AI creatures summoned by simply speaking your thoughts. Touring campuses across Taiwan, the brand turned tech into an emotional companion.
Highlight
Innovative Integration of AI and Culture to Foster Emotional Connections
Blending creativity, culture, and AI, the campaign created an interactive experience that let Gen Z voice their feelings to summon a personalized Fantasy Beast. Its evolving form encouraged ongoing engagement, turning tech into emotional companionship.
Effective On-the-Ground Promotion and Community Engagement
By embedding smart vending machines and LINE Beacon tech into university campuses, the campaign met Gen Z in their daily lives—lowering barriers, sparking real-time interaction, and refreshing the brand’s image through meaningful engagement.
Organic Shares
50000
Times
Voices Found an Outlet
30000
Times
Challenge
Gen Z faces a growing “loneliness epidemic” as face-to-face interactions decline. Many struggle to express their feelings. HeySong, a century-old Taiwanese beverage brand, is evolving to connect with younger audiences—seeking fun, innovative, and relatable ways to reach Gen Z.
Solution
Blending creativity, culture, and AI, HeySong launched the “Heartfelt Wishes Fantasy Beast” to connect with Gen Z through smart vending machines on campuses. By speaking their feelings into their phone, users receive a unique AI creature that evolves with every shared thought—gaining new, cool looks. This encourages Gen Z to keep expressing themselves. The campaign toured universities across Taiwan and used tools like LINE Beacon to ensure each student could feel the presence of their own companion beast.
Result
The campaign helped nearly 30,000 voices find an outlet, with over 50,000 shares.
HeySong teamed up with psychologists to publish the “Heartfelt Wishes Fantasy Beast White Paper,” revealing four key concerns: relationships, future pressure, financial stress, and body image anxiety.
Experts noted that the evolving AI beast offered a safe space to share and constant support, making Gen Z feel seen and understood. Through this, HeySong successfully built a deeper emotional connection with Gen Z.