|Title||ŠKODA X HANDSOME DANCER “COINCIDANCE”|
|Product / Service||ŠKODA BRAND|
|Category||A02. Use of Social / Digital Platform|
|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. 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. 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.
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 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.
People regarded Handsome Dancer and its Youtube hit Music Video “CoinciDance” as an exciting and interesting video, but in a “galaxy” far far away. What really makes it unique is when SKODA localized and amplified this superpower of the music. People are amazed by the unusual combination, the Duo from New York, dancing at iconic Taiwan spots, promoting the car brand from Europe. We turned a dance move into a dance craze, successfully getting a nation on its feet, and cementing the SKODA brand in the hearts and minds of locals. Also, we turned SKODA which is practical and rational, also into a surprisingly 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.