|Title||ŠKODA X HANDSOME DANCER “COINCIDANCE”|
|Product / Service||ŠKODA BRAND|
|Category||A07. Use of Talent|
|Entrant||REDBIT PICTURES Taipei City, CHINESE TAIPEI|
|Idea Creation||REDBIT PICTURES Taipei City, CHINESE TAIPEI|
|Idea Creation 2||SKODA TAIWAN Taipei City, CHINESE TAIPEI|
|Media Placement||PHD TAIWAN Taipei, CHINESE TAIPEI|
|Production||REDBIT PICTURES Taipei City, CHINESE TAIPEI|
|Additional Company||ERICS SPORTS MARKETING Taipei, CHINESE TAIPEI|
|Additional Company 2||PUBLICIS Taipei, CHINESE TAIPEI|
|Additional Company 3||TEAMRED Taipei City, CHINESE TAIPEI|
|Additional Company 4||TAIWAN STREET DANCE ART ORGANIZATION Taipei City, CHINESE TAIPEI|
|Victor Ting||Skoda Taiwan||Marketing & Communication Sr. Manager|
|Bang Yao LIU||Boilfilm||Director|
|Uilin WANG||Redbit Pictures||Creative Producer|
Localizing the contagious dance and surprise launching it was key. Firstly, we figured that the best way to win over hearts and minds in Taiwan was to capture the unexpected moment famous Taiwanese Youtubers were surprised on stage at an event with the Handsome Dancer duo from NYC. We further surprised the audience with an invitation to dance together with the duo in a flash-mob event the weekend after. We shot our own music video version, to new lyrics, featuring SKODAs driving through Taiwan’s most recognizable and iconic spots. Then, in a subsequent shoulder shaking tutorial, we offered up the Concidance as a solution to coping with road rage.
To remain top of mind, we developed four waves of communication, each with a specific purpose: Wave 1 – Warm up: Surprise video We surprised the audience by having the Handsome Dancer duo appear in amongst the crowd, joining in on the dance. We used this video to drive awareness of wave 2 – the flash-mob. Wave 2 – Warm up: Flash-mob event and video The flash-mob hyped up the video. Wave 3 - Launch: ŠKODA “CoinciDance” Music Video To communicate “Loving ŠKODA, no language is needed, Simply Clever, just dance.” The video became a viral hit. Wave 4 - Sustain: Tutorial Video To sustain the buzz, we created a tutorial video on how to shoulder-shake accurately for those who want to re-create the video. We planted the idea that the dance can help alleviate road rage. We installed the song in Karaoke establishments, most popular in Taiwan.
We succeeded in getting Taiwan up on its feet and creating a national dance movement. The four videos have been viewed over 14.3 million times total, which is equal to 60% of Taiwan’s population. The campaign generated 39,000 overwhelmingly positive comments. Also, local Taiwanese continue to re-create the shoulder-shaking dance, from TV shows to even the local Taipei City Mayor. The music video’s success didn’t stop in Taiwan, it even became a viral hit in the Czech Republic, the home of ŠKODA. The video turned SKODA, a practical and rational brand, into something surprising that captured the hearts and minds of Taiwanese. This viral campaign also skyrocketed success of Skoda’s Rapid Spaceback, leading to a four-fold leap in sales! This campaign won 2018, Cannes Lions - Use of Branded Content created for Digital or Social Media - "Bronze Lion" and Festival of Media, Best Influencer Campaign - "Silver Award", etc.
Viewers watching Handsome Dancer’s Youtube hit “CoinciDance” music video can’t help but get hooked on the addictive dance. When SKODA localized and amplified a rendition in Taiwan, the movement became unstoppable. The video’s unique components: a duo from New York, dancing at iconic Taiwanese spots, promoting a car brand from Europe, added fuel, energy and dynamism to the movement. We turned a dance move into a dance craze, successfully getting a nation up on its feet, cementing SKODA in the hearts and minds of locals. Furthermore, we turned SKODA, known for its practicality and rationality, into a surprising, emotional brand.
To create a national movement, we needed to touch as many lives as possible. We created four waves of communication, each building off the previous wave: We launched the campaign with an event and invited the Handsome Dancer duo to surprise audiences. The event generated much hype, and was the talk of Taiwan on Facebook. We used the first wave to generate buzz around our upcoming flash-mob event three days later, generating even more buzz online. The flash-mob was one of the biggest Taiwan has seen in recent years. We then released our re-created CoinciDance video, featuring Skodas driving through iconic Taiwanese hot spots, using Youtube, Facebook (Taiwan’s largest social media platform) and Yahoo (Taiwan’s largest search portal) to drive social reach. To drive further engagement and keep the video viral, we released a tutorial video, allowing both famous and everyday Taiwanese to get involved and recreate the video.