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 ŠKODA.