ŠKODA X HANDSOME DANCER "COINCIDANCE"

Short List
TitleŠKODA X HANDSOME DANCER "COINCIDANCE"
ClientVOLKSWAGEN
Product / ServiceŠKODA
CategoryD02. Use of Branded Content created for Digital or Social
EntrantPHD TAIWAN Taipei, CHINESE TAIPEI
Idea Creation ŠKODA TAIWAN Taipei City, CHINESE TAIPEI
Idea Creation 2 REDBIT PICTURES 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

The Campaign

We ascertained that people tend to gravitate toward those who share their same philosophy. Clever appreciates clever. There is an unspoken moment when no language is needed, yet people feel connected to each other, called “Coincidence”. Although ŠKODA was not a household name in Taiwan, from the ŠKODA driving clubs, we uncovered that ŠKODA drivers recognise each other’s superb taste in automobiles with a surreptitious wink or nod. They are a special group who have coinciding taste in cars and inherently understand ŠKODA’s refined characteristics. Meanwhile, we identified that ŠKODA’s “Simply Clever” tag-line created a fortuitous play on words with the Taiwanese word for dance. By using these commonalities, we were able to connect with our target audience and begin building long-term relationships. Instead of mentioning traditional claims that “Škoda stands out from all other cars”, we enabled consumers to stand out with the engaging idea of “Coincidence+Dance = CoinciDance”.

Creative Execution

5 phases of viral video for the campaign: 1. Teaser (Nov.30): Leveraged the surprise video on Facebook before the flash mob. 2. Flash mob (Dec 2nd) Video (Dec 8th): Held in Taipei to capture the public’s attention, then record and edit as one of the viral videos. 3. ŠKODA MV (Dec 14th): Kept the excitement accelerating with the music video. Seamlessly sprinkled in ŠKODA driving scenes from famously emotive Taiwanese locales. 4. Tutorial Video (Dec 21st): We reformatted for another burst of activity with the tutorial video. The four videos were sequentially posted to strategically amass awareness of and create buzz for Škoda’s Facebook fanpage, on YouTube to attract video lovers, and on Yahoo, the biggest portal site in Taiwan, and its diverse channels to optimally reach netizens. 5. Bonus Scene (Jan 4th): Shot at iconic landmarks and nestled on YouTube and Facebook, to further garner audience attention.

“ŠKODA CoinciDance” swept across Taiwan. By tapping into a growing cultural phenomenon, we reached 60% of the population and embed ourselves as the brand of choice for car buyers. Surpassed all metrics for any previous brand campaign: 1. Triggered a jaw-dropping 23,600 comments in 4 weeks (a new comment every 90 seconds) 2. Won over 1/2 populations views– leading to multiple YouTube awards 3. Sales of ŠKODA Rapid Spaceback spiked with a four-fold leap, a new monthly sales record without significant increase in media investment. 4. Taiwanese instantly associate “CoinciDance”with ŠKODA – people are even trying to remake our video! 5. Earned media from 12 news channels in Taiwan to around the world including ŠKODA’s home nation – Czech Republic The video has been quickly snapped up by every karaoke chain, one of Taiwan’s most popular and revered pastimes. Taiwanese can continue singing and dancing to the rhythm of ŠKODA!

Transforming “CoinciDance” music videos into “ŠKODA CoinciDance” and unfolding across various popular digital media, created booming buzz and successfully drove the “ŠKODA CoinciDance” campaign. The launch times of the 5 viral videos were posted strategically one by one to amass awareness of ŠKODA Taiwan’s Facebook fanpage. Facebook is the most popular social platform in Taiwan, so it was important to get this right to make sharing and commenting easier. Moreover, we placed the videos on YouTube, Yahoo’s homepage, the biggest portal site in Taiwan, and on different channels of Yahoo to reach the maximum number of netizens.

Insights, Strategy and the Idea

Underpinning the “CoinciDance” idea, we channeled energy from the popular video “CoinciDance”, which was created by the Handsome YouTube duo from New York, “Chi Chi and Choo Choo”. In 2017, “CoinciDance” attracted many Taiwanese and influencers to imitate and show their own “CoinciDance” on Facebook, even though the pair had never visited Taiwan. Rectifying this, we invited the originators, Handsome Dancer to Taiwan to leverage their eye catching and irresistible “shoulder-shaking dance” as the mechanism to engage our audience, spreading ŠKODA’S electrifying brand image and revving up consumers’ hearts and minds. Since our video enjoyed the highest penetration among our audience in terms of their digital behavior, we adopted a series of video edits to ensure continuous interest, attention and excitement. We broadened the approach via the biggest platforms of the 3 domains, including Facebook, YouTube and Yahoo, to boost the awareness in a natural and seamless way.

Credits

Name Company Position
Cathy Yang PHD Taiwan General Manager
Yvonne Lee PHD Taiwan Business Deputy General Manager
Eva Lin PHD Taiwan Planning Manager
Paloma Ho Omnicom Media Group Manager of Marketing and Communication
Dora Miao Omnicom Media Group Executive of Marketing and Communication
Links
Video URL