Creative Execution

[Implementation] This campaign includes 4 videos and 1 event. However, Handsome Dancer was only available for one week duration in Taiwan, which required thorough time planning, and efficient production. [Timeline] Within a month we had launched a 4 wave campaign of communication to maximize the outcome. 1st waves: Surprise video (Nov 30th) 2nd waves: Flash-mob event (Dec 2nd) & video (Dec 8th) 3rd wave: ŠKODA “CoinciDance” Music Video (Dec 14th) 4th wave: Tutorial Video (Dec 21st) & Behind the scene video (Jan 4th) [Placement] Media placement was mainly focused on social media, Facebook, the biggest social platform in Taiwan, Youtube along with Yahoo, the biggest portal site, in order to maximize the largest social reach. [Scale] In terms of production: the music video has top-notch quality. The flash-mob event was the biggest in recent years here in Taiwan.

This campaign had made a phenomenal impact. 4 videos in total have been viewed over 14.3 million times, which is equal to 60% of Taiwan’s population. More than 39,000 overwhelmingly positive comments within Taiwan. People have imitated and danced from weddings to TV show and even the Taipei city mayor did the shoulder-shaking dance. The video even became so popular in Czech Republic, the home country of ŠKODA. Turning ŠKODA from practical and rational into a surprisingly emotional brand. It rocked the sales of Rapid Spaceback (Kiki’s ride), leading to a four-fold leap in sales. The video won the Bronze Media Award in Cannes Lion- Use of Branded Content created for Digital or Social in 2018, the Youtube APAC Leaderboard award in 2017, the Silver Award in the Festival of Media – Global Awards for“Best Influencer Campaign” and the Best Of Best in the Red Dot Award - Integrated Campaign.

The strategy can be divided into four waves of communication and each wave serves specific purposes. 1st wave (warm-up phase): Surprise video To surprise the audience with the unexpected moment that Handsome Dancer appeared right next to them joining in with the dance. Also to invite people to attend the flash-mob event. 2nd wave (warm-up phase): Flash-mob event & video To create marketing buzz and PR exposures. 3rd wave (launch phase): ŠKODA “CoinciDance” Music Video To communicate “Loving ŠKODA, no language is needed, Simply Clever, just dance.” 4th wave (sustain phase): Tutorial Video & Behind the scene video A variety of measures to sustain the momentum, including the tutorial video to demonstrate how to dance accurately and showed the “Shoulder-shaking dance” to ease the road rage. Also the music video is available in franchised Karaoke establishments, the most popular entertainment, in Taiwan.