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斯柯达 x 英俊的舞者 “不谋而合”
案例简介：概要 斯柯达 2015年正式进入台湾市场。经过 2 年多的推广和运营，该品牌在年轻男性中逐渐提高了知名度。然而，它在台湾的市场份额 (15%) 已经开始走平。作为一个遥远而神秘的欧洲品牌，斯柯达迫切需要通过赢得人心、为斯柯达品牌制造吸引力以及与目标受众建立具体的情感联系来提高品牌知名度和吸引注意力。我们试图让更多的人了解斯柯达，并将该品牌视为首选的欧洲汽车。如何播种品牌意识，为台湾人建立最佳选择将是这项活动的目标。 战略 作为 “恰逢舞” 理念的支撑，我们从流行视频 “恰逢舞” 中汲取了能量，该视频是由来自纽约的帅气 YouTube duo “Chi Chi and Choo Choo” 创作的。2017 年，“恰逢舞” 吸引了许多台湾人和有影响力的人在 Facebook 上模仿和展示他们自己的 “恰逢舞”，尽管他们从未去过台湾。纠正这一点，我们邀请了发起者，英俊的舞者到台湾，利用他们引人注目的和不可抗拒的 “摇晃肩膀的舞蹈” 作为吸引观众的机制, 传播斯柯达激动人心的品牌形象，振奋消费者的心灵。由于我们的视频在观众的数字行为方面的渗透率最高，我们采用了一系列视频编辑来确保持续的兴趣、关注和兴奋。我们通过三个领域中最大的平台，包括脸谱网、 YouTube 和雅虎，扩大了这种方法，以自然和无缝的方式提高人们的意识。 相关性 将 “巧合” 音乐视频转化为 “斯柯达巧合”，并在各种流行的数字媒体上展开，创造了蓬勃发展的嗡嗡声，并成功推动了 “斯柯达巧合” 活动。这 5 个病毒视频的发布时间被战略性地逐个发布，以积累对斯柯达台湾 Facebook 粉丝页面的认识。Facebook 是台湾最受欢迎的社交平台，所以获得这个权利以使分享和评论更容易是很重要的。此外，我们将视频放在台湾最大的门户网站雅虎的主页 YouTube 上，以及雅虎的不同频道上，以达到最大的网民数量。 结果 “斯柯达不谋而合” 席卷台湾。通过利用日益增长的文化现象，我们接触了大约 60% 的人口，并将自己作为汽车购买者的首选品牌。超过了以前任何品牌活动的所有指标: 1。在 4 周内引发了令人瞠目结舌的 23,600 条评论 (每 90 秒发表一条新评论) 2 赢得了超过 1/2 人的浏览量，导致了多个 YouTube 奖项 3。斯柯达快速 Spaceback 的销售增长了四倍，创下了新的月度销售记录，媒体投资没有显著增加。4。台湾人立即将 “巧合” 与斯柯达联系在一起 -- 人们甚至试图重拍我们的视频!5. 赢得了来自台湾 12 个新闻频道的媒体，包括斯柯达的祖国捷克在内的世界各地。音乐视频很快就被各卡拉ok 连锁店抢购一空, 台湾最受欢迎和尊敬的消遣之一。台湾人可以继续跟着斯柯达的节奏唱歌跳舞! 执行 该活动的病毒视频的 5 个阶段: 1。预告 (11 月 30 日): 在快闪之前利用 Facebook 上的惊喜视频。2。快闪 (12月2日) 视频 (12月8日): 在台北举行，以吸引公众的注意力，然后作为病毒视频之一录制和编辑。3。斯柯达 MV (12月14日): 随着音乐视频的播放，兴奋不断加速。无缝地散布在斯柯达驾驶场景中，来自著名的情绪化台湾地区。4。教程视频 (12月21日): 我们用教程视频重新格式化了另一个突发活动。这四个视频被依次发布，以从战略上积累对斯柯达 Facebook 粉丝页面的认识，并为斯柯达在 YouTube 上吸引视频爱好者，以及在台湾最大的门户网站雅虎上引起轰动, 以及最佳接触网民的各种渠道。5。奖金场景 (1月4日): 拍摄标志性地标，坐落在 YouTube 和 Facebook 上，以进一步吸引观众的注意力。 活动描述 我们确定人们倾向于倾向于那些有着相同哲学的人。聪明欣赏聪明。有一个不言而喻的时刻，不需要语言，但人们觉得彼此相连，被称为 “巧合”。尽管斯柯达在台湾并不是一个家喻户晓的名字，但我们从斯柯达驾驶俱乐部发现，斯柯达的司机通过偷偷摸摸的眨眼或点头就能认出对方对汽车的高超品味。他们是一个特殊的群体，他们对汽车有着一致的品味，天生就理解斯柯达精致的特征。与此同时，我们发现斯柯达的 “简单聪明” 的标记线用台湾人的舞蹈词创造了一个偶然的单词游戏。通过使用这些共同点，我们能够与我们的目标受众并开始建立长期关系。我们没有提及 “斯柯达从所有其他汽车中脱颖而出” 的传统说法，而是让消费者以 “巧合 + 舞蹈 = 巧合” 的迷人理念脱颖而出。
斯柯达 x 英俊的舞者 “不谋而合”
案例简介：Synopsis ŠKODA formally entered the Taiwan market in 2015. After more than 2 years of promotion and operation, the brand has gradually raised its awareness among young males. However, its market share in Taiwan, which was 15 %, had begun to flatten. As a distant, mysterious European brand, ŠKODA desperately needed to ramp up brand awareness and seize attention by winning hearts, manufacturing traction for the ŠKODA brand and concretizing emotional connections with its target audience. We sought to empower more people to get to know ŠKODA, and also regard the brand as the first European car of choice. How to sow brand awareness and build up the top of choice for Taiwanese would be the objectives of the campaign. 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 2017, “CoinciDance” attracted many Taiwanese and influencers to imitate and show their own “CoinciDance” on Facebook, even though the pair had never visited Taiwan. Rectifying this, we invited the originators, Handsome Dancer to Taiwan to leverage their eye catching and irresistible “shoulder-shaking dance” as the mechanism to engage our audience, spreading ŠKODA’S electrifying brand image and revving 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. We broadened the approach via the biggest platforms of the 3 domains, including Facebook, YouTube and Yahoo, to boost the awareness in a natural and seamless way. Relevancy Transforming “CoinciDance” music videos into “SKODA CoinciDance” and unfolding across various popular digital media, created booming buzz and successfully drove the “SKODA CoinciDance” campaign. The launch times of the 5 viral videos were posted strategically one by one to amass awareness of SKODA Taiwan’s Facebook fanpage. Facebook is the most popular social platform in Taiwan, so it was important to get this right to make sharing and commenting easier. Moreover, we placed the videos on YouTube, Yahoo’s homepage, the biggest portal site in Taiwan, and on different channels of Yahoo to reach the maximum number of netizens. Outcome “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. Surpassed all metrics for any previous brand campaign: 1.Triggered a jaw-dropping 23,600 comments in 4 weeks (a new comment every 90 seconds) 2.Won over 1/2 populations views– leading to multiple YouTube awards 3.Sales of ŠKODA Rapid Spaceback spiked with a four-fold leap, a new monthly sales record without significant increase in media investment. 4.Taiwanese instantly associate “CoinciDance”with ŠKODA – people are even trying to remake our video! 5.Earned media from 12 news channels in Taiwan to around the world including ŠKODA’s home nation – Czech Republic The music video has been quickly snapped up by every karaoke chain, one of Taiwan’s most popular and revered pastimes. Taiwanese can continue singing and dancing to the rhythm of SKODA! Execution 5 phases of viral video for the 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, then record and edit as one of the viral videos. 3.SKODA MV (Dec 14th): Kept the excitement accelerating with the music video. Seamlessly sprinkled in ŠKODA driving scenes from famously emotive Taiwanese locales. 4.Tutorial Video (Dec 21st): We reformatted for another burst of activity with the tutorial video. The four videos were sequentially posted to strategically amass awareness of and create buzz for Škoda’s Facebook fanpage, on YouTube to attract video lovers, and on Yahoo, the biggest portal site in Taiwan, and its diverse channels to optimally reach netizens. 5.Bonus Scene (Jan 4th): Shot at iconic landmarks and nestled on YouTube and Facebook, to further garner audience attention. CampaignDescription We ascertained that people tend to gravitate toward those who share their same philosophy. Clever appreciates clever. There is an unspoken moment when no language is needed, yet people feel connected to each other, called “Coincidence”. Although ŠKODA was not a household name in Taiwan, from the SKODA driving clubs, we uncovered that ŠKODA drivers recognise each other’s superb taste in automobiles with a surreptitious wink or nod. They are a special group who have coinciding taste in cars and inherently understand ŠKODA’s refined characteristics. Meanwhile, we identified that ŠKODA’s “Simply Clever” tag-line created a fortuitous 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 traditional claims that “Skoda stands out from all other cars”, we enabled consumers to stand out with the engaging idea of “Coincidence+Dance = CoinciDance”.
ŠKODA x Handsome Dancer “CoinciDance”
案例简介：概要 斯柯达 2015年正式进入台湾市场。经过 2 年多的推广和运营，该品牌在年轻男性中逐渐提高了知名度。然而，它在台湾的市场份额 (15%) 已经开始走平。作为一个遥远而神秘的欧洲品牌，斯柯达迫切需要通过赢得人心、为斯柯达品牌制造吸引力以及与目标受众建立具体的情感联系来提高品牌知名度和吸引注意力。我们试图让更多的人了解斯柯达，并将该品牌视为首选的欧洲汽车。如何播种品牌意识，为台湾人建立最佳选择将是这项活动的目标。 战略 作为 “恰逢舞” 理念的支撑，我们从流行视频 “恰逢舞” 中汲取了能量，该视频是由来自纽约的帅气 YouTube duo “Chi Chi and Choo Choo” 创作的。2017 年，“恰逢舞” 吸引了许多台湾人和有影响力的人在 Facebook 上模仿和展示他们自己的 “恰逢舞”，尽管他们从未去过台湾。纠正这一点，我们邀请了发起者，英俊的舞者到台湾，利用他们引人注目的和不可抗拒的 “摇晃肩膀的舞蹈” 作为吸引观众的机制, 传播斯柯达激动人心的品牌形象，振奋消费者的心灵。由于我们的视频在观众的数字行为方面的渗透率最高，我们采用了一系列视频编辑来确保持续的兴趣、关注和兴奋。我们通过三个领域中最大的平台，包括脸谱网、 YouTube 和雅虎，扩大了这种方法，以自然和无缝的方式提高人们的意识。 相关性 将 “巧合” 音乐视频转化为 “斯柯达巧合”，并在各种流行的数字媒体上展开，创造了蓬勃发展的嗡嗡声，并成功推动了 “斯柯达巧合” 活动。这 5 个病毒视频的发布时间被战略性地逐个发布，以积累对斯柯达台湾 Facebook 粉丝页面的认识。Facebook 是台湾最受欢迎的社交平台，所以获得这个权利以使分享和评论更容易是很重要的。此外，我们将视频放在台湾最大的门户网站雅虎的主页 YouTube 上，以及雅虎的不同频道上，以达到最大的网民数量。 结果 “斯柯达不谋而合” 席卷台湾。通过利用日益增长的文化现象，我们接触了大约 60% 的人口，并将自己作为汽车购买者的首选品牌。超过了以前任何品牌活动的所有指标: 1。在 4 周内引发了令人瞠目结舌的 23,600 条评论 (每 90 秒发表一条新评论) 2 赢得了超过 1/2 人的浏览量，导致了多个 YouTube 奖项 3。斯柯达快速 Spaceback 的销售增长了四倍，创下了新的月度销售记录，媒体投资没有显著增加。4。台湾人立即将 “巧合” 与斯柯达联系在一起 -- 人们甚至试图重拍我们的视频!5. 赢得了来自台湾 12 个新闻频道的媒体，包括斯柯达的祖国捷克在内的世界各地。音乐视频很快就被各卡拉ok 连锁店抢购一空, 台湾最受欢迎和尊敬的消遣之一。台湾人可以继续跟着斯柯达的节奏唱歌跳舞! 执行 该活动的病毒视频的 5 个阶段: 1。预告 (11 月 30 日): 在快闪之前利用 Facebook 上的惊喜视频。2。快闪 (12月2日) 视频 (12月8日): 在台北举行，以吸引公众的注意力，然后作为病毒视频之一录制和编辑。3。斯柯达 MV (12月14日): 随着音乐视频的播放，兴奋不断加速。无缝地散布在斯柯达驾驶场景中，来自著名的情绪化台湾地区。4。教程视频 (12月21日): 我们用教程视频重新格式化了另一个突发活动。这四个视频被依次发布，以从战略上积累对斯柯达 Facebook 粉丝页面的认识，并为斯柯达在 YouTube 上吸引视频爱好者，以及在台湾最大的门户网站雅虎上引起轰动, 以及最佳接触网民的各种渠道。5。奖金场景 (1月4日): 拍摄标志性地标，坐落在 YouTube 和 Facebook 上，以进一步吸引观众的注意力。 活动描述 我们确定人们倾向于倾向于那些有着相同哲学的人。聪明欣赏聪明。有一个不言而喻的时刻，不需要语言，但人们觉得彼此相连，被称为 “巧合”。尽管斯柯达在台湾并不是一个家喻户晓的名字，但我们从斯柯达驾驶俱乐部发现，斯柯达的司机通过偷偷摸摸的眨眼或点头就能认出对方对汽车的高超品味。他们是一个特殊的群体，他们对汽车有着一致的品味，天生就理解斯柯达精致的特征。与此同时，我们发现斯柯达的 “简单聪明” 的标记线用台湾人的舞蹈词创造了一个偶然的单词游戏。通过使用这些共同点，我们能够与我们的目标受众并开始建立长期关系。我们没有提及 “斯柯达从所有其他汽车中脱颖而出” 的传统说法，而是让消费者以 “巧合 + 舞蹈 = 巧合” 的迷人理念脱颖而出。
ŠKODA x Handsome Dancer “CoinciDance”
案例简介：Synopsis ŠKODA formally entered the Taiwan market in 2015. After more than 2 years of promotion and operation, the brand has gradually raised its awareness among young males. However, its market share in Taiwan, which was 15 %, had begun to flatten. As a distant, mysterious European brand, ŠKODA desperately needed to ramp up brand awareness and seize attention by winning hearts, manufacturing traction for the ŠKODA brand and concretizing emotional connections with its target audience. We sought to empower more people to get to know ŠKODA, and also regard the brand as the first European car of choice. How to sow brand awareness and build up the top of choice for Taiwanese would be the objectives of the campaign. 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 2017, “CoinciDance” attracted many Taiwanese and influencers to imitate and show their own “CoinciDance” on Facebook, even though the pair had never visited Taiwan. Rectifying this, we invited the originators, Handsome Dancer to Taiwan to leverage their eye catching and irresistible “shoulder-shaking dance” as the mechanism to engage our audience, spreading ŠKODA’S electrifying brand image and revving 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. We broadened the approach via the biggest platforms of the 3 domains, including Facebook, YouTube and Yahoo, to boost the awareness in a natural and seamless way. Relevancy Transforming “CoinciDance” music videos into “SKODA CoinciDance” and unfolding across various popular digital media, created booming buzz and successfully drove the “SKODA CoinciDance” campaign. The launch times of the 5 viral videos were posted strategically one by one to amass awareness of SKODA Taiwan’s Facebook fanpage. Facebook is the most popular social platform in Taiwan, so it was important to get this right to make sharing and commenting easier. Moreover, we placed the videos on YouTube, Yahoo’s homepage, the biggest portal site in Taiwan, and on different channels of Yahoo to reach the maximum number of netizens. Outcome “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. Surpassed all metrics for any previous brand campaign: 1.Triggered a jaw-dropping 23,600 comments in 4 weeks (a new comment every 90 seconds) 2.Won over 1/2 populations views– leading to multiple YouTube awards 3.Sales of ŠKODA Rapid Spaceback spiked with a four-fold leap, a new monthly sales record without significant increase in media investment. 4.Taiwanese instantly associate “CoinciDance”with ŠKODA – people are even trying to remake our video! 5.Earned media from 12 news channels in Taiwan to around the world including ŠKODA’s home nation – Czech Republic The music video has been quickly snapped up by every karaoke chain, one of Taiwan’s most popular and revered pastimes. Taiwanese can continue singing and dancing to the rhythm of SKODA! Execution 5 phases of viral video for the 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, then record and edit as one of the viral videos. 3.SKODA MV (Dec 14th): Kept the excitement accelerating with the music video. Seamlessly sprinkled in ŠKODA driving scenes from famously emotive Taiwanese locales. 4.Tutorial Video (Dec 21st): We reformatted for another burst of activity with the tutorial video. The four videos were sequentially posted to strategically amass awareness of and create buzz for Škoda’s Facebook fanpage, on YouTube to attract video lovers, and on Yahoo, the biggest portal site in Taiwan, and its diverse channels to optimally reach netizens. 5.Bonus Scene (Jan 4th): Shot at iconic landmarks and nestled on YouTube and Facebook, to further garner audience attention. CampaignDescription We ascertained that people tend to gravitate toward those who share their same philosophy. Clever appreciates clever. There is an unspoken moment when no language is needed, yet people feel connected to each other, called “Coincidence”. Although ŠKODA was not a household name in Taiwan, from the SKODA driving clubs, we uncovered that ŠKODA drivers recognise each other’s superb taste in automobiles with a surreptitious wink or nod. They are a special group who have coinciding taste in cars and inherently understand ŠKODA’s refined characteristics. Meanwhile, we identified that ŠKODA’s “Simply Clever” tag-line created a fortuitous 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 traditional claims that “Skoda stands out from all other cars”, we enabled consumers to stand out with the engaging idea of “Coincidence+Dance = CoinciDance”.
斯柯达 x 英俊的舞者 “不谋而合”
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ŠKODA x Handsome Dancer “CoinciDance”
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