ALICE'S WEDDING

TitleALICE'S WEDDING
ClientVOLVO CARS TAIWAN
Product / ServiceS90
CategoryA03. Online: Fiction
EntrantHAVAS TAIWAN, CHINESE TAIPEI
Idea Creation HAVAS TAIWAN, CHINESE TAIPEI
Production GREATLAND FILMS Taipei, CHINESE TAIPEI
Production 2 MIND BIZ MULTIMEDIA TECHNOLOGY TAIPEI CITY, CHINESE TAIPEI
Production 3 THEHONEYDRIPPERS TAIPEI CITY, CHINESE TAIPEI
Production 4 BIG BANG & FUZZ Taipei, CHINESE TAIPEI

The Campaign

To make an emotional appeal, “Volvo For Love,” we developed the story “Alice’s Wedding”, telling a story of Volvo owners, who are protective of and very much cherish their family. This cross-generation family story was depicted to bring back the beautiful impression of Volvo.

Creative Execution

The short film illustrates a soul-stirring family image of a Volvo owner by depicting the solid relationship between a father and a daughter. Hence, a distinctive image of vehicle owner is created; the uniqueness of Volvo’s core value is well presented

- 1,000,000 Views within 24 Hours - Over 5,000,000 Views in the First Week - Over 38,000 Facebook Shares - Number of Showroom Visits Increased by 75% - Sales Volume of S90 (the new car model of the film) Reaches 30% of 2017 Sales Target

For Consumers, what loaded on the cars are not just a trip but the family, the memories, and even the non-stopping cross-generation love. VOLVO hopes cars can be the family members which guard love, not just tools for moving use. Therefore, the fairy tale of reality shows, which reveals the love can’t be wiped out between a father and his daughter. Before releasing, the film attracted people’s eyes as a movie trailer on TV and Facebook. The film "Alice's Wedding" then deeply moved the consumers and brought about more than 30,000 shares and messages.

We found that during 1980-2000, the Economic boom era of Taiwan, Volvo, Benz, and BMW ranked top 3 in luxury car sales; also, the Volvo owners were known for having a good economic and academic background as well. Therefore, we’d like to awaken customers beautiful memories of Volvo and to build a strong emotional connection and a sense of recognition through the cross-generation love.

Credits

Name Company Position
Fish Chen Havas Taiwan Chief Creative Officer
EN Chang Havas Taiwan Creative Director
Nilson Tung Havas Taiwan Senior Art Director
Kevin Ho Havas Taiwan Group Account Director
Agatha Ho Havas Taiwan Associate Account Director
Roddy Hsieh Havas Taiwan Digital Planner
Felicia Hsueh Havas Taiwan Account Executive
Lo Ging-zim None Director
AJ Greatland Films Cinematographer
Huang yu-ming Greatland Films Production producer
Pai-mei Greatland Films Editor
Liang wen-tai Greatland Films Gaffer
Links
Social Media URL