THOSE QUIRKY RIDERS: IN SOUTHERN TAIWAN

TitleTHOSE QUIRKY RIDERS: IN SOUTHERN TAIWAN
BrandTOKIO MARINE NEWA INSURANCE
Product / ServiceMOTORCYCLE INSURANCE
CategoryA03. Online: Fiction & Non-Fiction
EntrantINSPIRE ADVERTISING Taipei, CHINESE TAIPEI
Idea Creation INSPIRE ADVERTISING Taipei, CHINESE TAIPEI
Production INNOVATION FILMS Tapei City, CHINESE TAIPEI

Credits

Name Company Position
Peggy Hsieh Inspire Advertising Executive Creative Director
Joni Chou Inspire Advertising Associate Creative Director
Frankie Chen Inspire Advertising Copywriter
SHEN,YI-QUAN Innvate Films Director
Kimmy Liao Innvate Films Producer
Edward Tai Inspire Advertising Account Director
Daphne Yu Inspire Advertising Account Director
Tony Chang Inspire Advertising Account Director
Iris Chang Inspire Advertising Senior Account Executive
Phoenix Yu Inspire Advertising Account Executive

The Campaign

Dramatize the most seen traffic violations across Taiwan in a humorous way.

Creative Execution

We developed driving behaviours from northern, central, and southern as the script of this video to attract Internet users’ attention.

We released 3 videos on youtube as a campaign. Only three day on YouTube, we reached over 2 million views of this campaign. The Internet users not only share it on their Facebook, but also reply it and tag their own friends to create more shares, which also cause many discussion and share on PTT forum. In addition, the news on TV and printed media also report the series of this video, and make the nature share within the public, which increase the awareness of Tokio Marine NEWA, even online users post they would like to view “Those quirky riders: In Eastern Taiwan”?

We strengthened the brand relevance Brand-Specific leadership among young people among 18-24 years-old, the basic group in Taiwanese’s motorcyclist. we created “Those Quirky Riders” campaign revealing the most seen traffic violations across Taiwan in a humorous way.

The age of motorcyclists is relatively younger, who are Internet heavy users. Meanwhile, we found out that people in Taiwan prefer to compare and observe the behaviour from different areas, then to classify them. As a result, we classify the specific scooter driving behaviours from northern, central, and southern as the script of this video to attract Internet users’ attention. Combined popular saying with the feature of local areas, from the motorcycle shop owners’ viewpoints, they try to tell motorcyclists to drive safe and accidents happen all the time and it is more protective of conducting compulsory insurance from the talk of the specific driving behavior of motorcyclists.

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