ŠKODA entered Taiwan in 2015. After 2 years, ŠKODA has raised awareness among young males. However, unaided awareness, though progressing, remains only 15%.
As a European brand, ŠKODA needed to boost brand awareness and grab attention by winning hearts to create some traction for ŠKODA brand and trigger emotional connections.
People tend to appreciate those who share the same interest, hobby, value and philosophy. Clever appreciates clever. There is an unspoken moment when no language is needed yet people feel connected to each other and share the split second of mind, heart and soul synchronizing with each other. We also realised that ŠKODA’s “Simply Clever” tag-line created a nice play on words with the Taiwanese word for dance. This is the moment when we exclaimed “What a coincidence!”
We created the engaging idea of “What A CoinciDance”, Underpinning this idea, we borrowed the power of popular, handsome dancer youtubers, “Chi Chi and Chu Chu” and leveraged the interesting and contagious “shoulder-shaking dance” as a mechanism to engage with our audiences and help spread ŠKODA. The aim was to electrify the brand by creating strong saliency in consumers’ hearts and minds.
Since video enjoyed the highest penetration among our audience in terms of their digital behavior, we adopted a series of videos to entice continual interest, attention and excitement and seeded ŠKODA in the scene in a natural and seamless way.
We had 4 phases to our campaign:
- We tapped into influencers who had already caught on to the “shoulder-shaking” craze and got them to re-enact the dance with us.
- We then ignited the craze among our target audiences with a surprise video and flash mob event at the warm up stage. And we leveraged this to create video content to feed our audience’s anticipation.
- Then, we propelled the heat and excitement with a 2.5 minutes long music video featuring “Chi Chi and Chu Chu” and seamlessly built in ŠKODA driving scenes across the famous spots that Taiwanese are very familiar with. We managed to sync the ŠKODA brand with Taiwanese people’s daily life and win their hearts over.
- Finally, we re-boosted for another burst of activity with the “Shoulder-shaking Dance” tutorial video and “Behind The Scene” to successfully sustain the craze to this “ŠKODA! What A CoinciDance” campaign.
Production Agency (Redbit Pictures)