Why is this work relevant for Entertainment?

We adopted the point of view of the consumers and use the footage of dashcam that they find interested in the commercial to implant the message we want to convey within. Therefore while the consumers are entertained, they also receive the brand image and position of Hotai at the same time.

Background

Background As a leading brand in the car industry of Taiwan, Hotai Insurance is no doubt the one that realizes the most of your car among all car insurance companies. Brief Hotai Insurance is a new brand among all car insurance companies. How to build a unique brand image is our task.

Describe the creative idea

Revealing the unconditional love of car through a dash cam. The very first commercial used solely the dash cam footage in Taiwan. In Taiwan, Every car has a pair of eyes: Dashcam. It records everything that happened on the road faithfully in order to collect evidence for an insurance claim. So we just thought, why not use the image of the dash cam to make a commercial dedicating to Hotai insurance. We collected the real footage from dash cam to let the car owners know that their cars are always with them quietly through all the happiness and sorrow. When things come to worst, their cars even sacrifice themselves to keep their owners from all the harms and dangers. How can you not cherish your car, after all, it has done for you? And we believe that nice car insurance is the best way to repay such unconditional love.

Describe the strategy

If there’s one car insurance company that can see the true value of the car to its owner, Hotai insurance is the one. Hotai’s dedication to understanding how one’s car devotes itself for the improvement of the quality of its owner’s life.

Describe the execution

We went online asking car owners to send us their real-life dash cam footage, and many car owners of Hotai insurance agreed to participate. From over 500 real-life dash cam footages, we chose 19 of them covering all kind of exciting, heartwarming and coincidental aspects of life. Those footages are spontaneous works of nature, and couldn’t be planned or recreated. We also choose to present them with no help from great directors or producers, nor with any after effects. We choose to adopt this unique production design and use the real-life dash cam footage to represent the warm accompany from the car to their owners, and the unconditional devotion the cars give out. All these images combined into a series of true emotions that no amount of special effects can achieve. How to repay such unconditional love? Hotai insurance believes that good car insurance is the best way for

Describe the outcome

After the release of the video, it stroke the resonance with many car owners in a really short time and they began to share their own dash cam video along with our video online. The brand image has risen greatly, and our video was splashed across the news media as well.