ŠKODA formally entered the Taiwan market in 2015. After more than 2 years of promotion and operation, the brand had gradually raised its awareness among young males. However, its market share in Taiwan, which was 15 %, still belonged in the minority. As a far-off European brand, ŠKODA desperately needed to ramp up brand awareness and seize attention by winning hearts, manufacturing traction for its brand, and concretizing emotional connections. It sought to enable more people to learn about ŠKODA, but also regard the brand as the first European car of choice. How to spread brand awareness and build up the top of choice for Taiwanese would be the objectives of this campaign.
Describe the creative idea/insights
We ascertained that people tend to
gravitate toward those who share coinciding
philosophies. Clever appreciates clever. There is an unspoken moment
when no language is needed, yet people feel connected to each other, this is
called “Coincidence”. Although ŠKODA was not a mainstream car brand in Taiwan,
from SKODA driver clubs, we uncovered that ŠKODA drivers recognise each
other’s superb automotive taste. They
are a special group who have commensurate taste in cars and really understand
ŠKODA’s refined characteristics. Meanwhile, we realised that ŠKODA’s “Simply
Clever” tag-line created a nice play on words with the Taiwanese word for
dance. By using these commonalities, we were able to connect with our target
audience and begin building long-term relationships.
Instead of mentioning standing out from all
other car advertising, we came up with the engaging idea of “Coincidence+Dance
= CoinciDance”
Describe the strategy.
Underpinning the “CoinciDance” idea, we channeled energy from the
popular video “CoinciDance”, which was created by the Handsome YouTube duo from
New York, “Chi Chi and Choo Choo”. In the 4th quarter of 2017, “CoinciDance”
attracted many young Taiwanese and influencers to imitate and broadcast their
own “CoinciDance” on Facebook, even though the pair had never visited Taiwan.
Rectifying this, we invited the originators, Handsome Dancers to Taiwan to
leverage their eye catching and irresistible “shoulder-shaking dance” as the
mechanism to engage our audience, spread ŠKODA’S electrifying brand image and
rev up consumers’ hearts and minds.
Since our video enjoyed the highest penetration among our audience in terms of their digital behavior, we adopted a series of video edits to ensure continuous interest, attention and excitement. It also served the purpose of seeding ŠKODA within the domestic automotive scene in a natural and seamless way.
Describe the execution.
We had 5 phases of viral video for our
campaign:
1.Teaser (Nov.30): Leveraged the surprise
video on Facebook before the flash mob.
2.Flash mob (Dec 2nd) Video (Dec 8th): Held
in Taipei to capture the public’s attention.
3.SKODA MV (Dec 14th): Kept the excitement
going with the music video and seamlessly sprinkled in ŠKODA driving scenes
from famous spots that Taiwanese are familiar with.
4.Tutorial Video (Dec 21st): We reformatted
for another burst of activity with the tutorial video.
The four viral videos were posted
strategically to amass awareness and create buzz on Facebook fanspage, attract
video lovers on YouTube, and reach maximum netizens on Yahoo homepage and it’s
diverse channels.
5.Bonus Scene (Jan 4th): Shot at many
iconic landmarks in Taiwan, and nestled on YouTube and Facebook, to demand
audience attention.
List the results.
“SKODA CoinciDance” swept across Taiwan.By tapping into a growing cultural phenomenon, we reached roughly 60% of the population and embed ourselves as the brand of choice for car buyers.
We surpassed all metrics for any previous
brand campaign:
A. Triggered a jaw-dropping 23,600 comments
in 4 weeks.(averaged a comment every 90 seconds)
B. Won over 1/2 population views– leading
multiple YouTube awards.
C. Sales of ŠKODA Rapid Spaceback spiked
with a four-fold leap,a new monthly sales record in Taiwan,without significant
increase in media investment.
D. Taiwanese people instantly associate
“CoinciDance”with ŠKODA – people are even trying to remake our video!
E. Earned media from 12 news channels in Taiwan and around the world, including ŠKODA’s home nation – Czech Republic.
Finally, the music video was quickly
snapped up by every karaoke chain, one of Taiwan’s most popular and revered
pastimes.Taiwanese now continue singing and dancing to the rhythm of
