|Title||SYM JETS BE YOU|
|Product / Service||JET S 125|
|Category||A05. Use of Original Composition|
|Entrant||McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Idea Creation||McCANN TAIWAN Taipei, CHINESE TAIPEI|
|Dexter Yen||McCANN Worldgroup Taiwan||Associate Creative Director|
|Vincent Tsai||McCANN Worldgroup Taiwan||Art Director|
|Sean Wu||McCANN Worldgroup Taiwan||Copy Director|
|Julian Chang||McCANN Worldgroup Taiwan||Art Director|
|Evelyn Hung||McCANN Worldgroup Taiwan||Art Director|
|Kevin Yang||McCANN Worldgroup Taiwan||Chief Creative Officer|
In Taiwan, students are educated to follow the rules which parents, schools or the society set. They are taught to do what others told them to do and follow what others do. In order to win the recognition from other people, even though this situation is not what the students want, they just take it and act like lambs, meeting the expectation of others. They dare not to be different. Seeing that, we filmed a music video to encourage them to break out restrictions and be who they are. We made the principal to be the rapper, making him be the one who "diss” the students who are being lambs. He encouraged them to do what they want to do, to love what they love. Dare to be different, dare to be themselves.
• Implementation Rejuvenate this brand. JETS is the leading model in 125cc motorcycle category. Our target is the youth between 18 to 24 year old. We clearly recognize that the insight of the youth is that riding motorcycle is not only about mechanical properties but showing their own styles. The music video “Be You” combines music and hip-hop dance which the youth likes with positive life style, approaching by the internet media which they use most. It matches with the youth’s belief and successfully win their preference. • Timeline Started from 07/14/2017. Internet media placement for one week. • Placement FB/YouTube/Event • Scale Whole budget NTD 2.5 million dollars (including production and media placement
Video views: 2,720,470 Likes: 68,511 Shares: 20,358 Playlist on KKBOX listen times: 70,109
We leverage music with hip-pop dance which is Taiwanese youth love the most to increase young generation relevancy, boost the brand preference and maximize the communication efficiency and effectiveness.
We leverage the youth’s subculture including hip-hop dance and music as communication platform to increase the relevancy with the youth and deepen the relationship with them. The music and hip-pop dance element also help us to show our brand position- dare to be different.