|Title||WOW GIRLS' LAB|
|Product / Service||WACOAL SPORTS|
|Category||A03. Online: Fiction|
|Entrant||X-LINE CO. LTD Taipei, CHINESE TAIPEI|
|Idea Creation||X-LINE CO. LTD Taipei, CHINESE TAIPEI|
|Production||ZEN PRODUCTION COMPANY Taipei, CHINESE TAIPEI|
|Mark Chang||X-Line Co., Ltd. (dentsu)||Executive Vice President|
|Alex Hsu||X-Line Co., Ltd. (dentsu)||Agency Account Director|
|Eric Kuo||X-Line Co., Ltd. (dentsu)||Agency Account Manager|
|Jerry Liu||X-Line Co., Ltd. (dentsu)||Creative Director|
|Chen Yi-Ling||X-Line Co., Ltd. (dentsu)||Creative Director|
|Tomas Wang||X-Line Co., Ltd. (dentsu)||Copywriter|
|Allison Tsai||X-Line Co., Ltd. (dentsu)||Art Director|
|Wang Xiao-hao||X-Line Co., Ltd. (dentsu)||Executive Agency Producer|
A We compared women’s breasts as cute animals. B In the form of experiment, through different exercises, we make consumers understand that the irregularity of breasts shaking is beyond their imagination. Therefore, they need Wacoal Sports to provide them complete protection when exercise.
A We positioned Wacoal Sports as “the sports bra that knows breasts the best”. B We made a video to put on the Internet. We used “special” experiment content to show brand’s professional image. We also put the video on YouTube and Facebook. C In the video, we use men and small animals as measurement for breasts. Through this funny and interesting metaphor, we tried to create a hot topic between two genders. Therefore, young women in Taiwan would share the ad on the Internet and tag their friends on Facebook message board (comment).
A Since the video was released on the Internet on May 25th, with “ZERO” Facebook budget, there were 1.6 million viewer in 24 hours. In less than one week, it has generated 5 million views (more than 96% of people liked it). It means one out four people has seen the video. Meanwhile, it even generated 8.2 million views after being posted on Weibo. Netizens from more than 20 different countries in the world spontaneously shared the video. It has become the most shared ad of all time for Wacoal. B Even with recession in Taiwan, Wacoal sports, comparing with same time last year, percentage of consumer asking about the product raised 175% and sales increased 14%. And it also helps the brand to innovate. C Even facing major sports brands, Wacoal sports has still become the most discussed, the most focused sports bra brand.
Besides selling products, an ad should also seek for the goal of changing consumers and become a part of consumers’ life. This film redefines the interesting names of breast size in human history. It has become an interesting topic among consumers after being aired. Keeps spreading and it has become a constant entertaining material in everyone’s real life.
A As for choosing “sports bra”, women in Taiwan tend to choose sports bra from “sports” brand. Our strategy was to twist consumers’ concept and make them choose it from a “lingerie” brand. It is because a sports bra, which knows breasts the best, can really protect women’s breasts. B With rival sports brands, such as Nike, Adidas, and UA, Wacoal doesn’t have resources like theirs. Therefore, we started using Internet as a weapon. We use the idea that girls in Taiwan are fond of Japanese products and ads, so we especially used the language Japanese in the video. It not only segments Wacoal from all the European and American brands on the market, but also attracts their attention. It makes them want to share the ad, which they think is Japanese.