Why is this work relevant for Entertainment?

"A Song of Life for all Commercial Drivers" is a music-based microfilm. The 6-minute soft rock “Happy!!! Drivers Love Song,” by the Taiwanese famous band “EggPlantEgg” , runs throughout the video.

Background

In 2020, the COVID-19 pandemic seriously impacted the transport industry. Drivers became conservative and were not willing to buy new cars. At this time, Volkswagen Commercial Vehicles launched a new generation T6.1 Caravelle hoping not only to reverse this downturn, increase the product awareness and drive sales, but also revitalize the brand image.

Describe the creative idea

“A Song of Life for all Commercial Drivers ” is a touching story about a father and daughter. The father's image in the film is hard work but negligence to his children, which resonates with many Taiwanese. The old Caravelle symbolizes the nostalgic past. When the daughter grows up, she chooses to buy a T6.1, and is eager to find the old car that reminds her of her father.

Describe the strategy

The film highlights the Caravelle series and its pivotal role in the Taiwanese transport industry for over 30 years. It accompanied many people through their business ventures and the raising of their families. The story starts from T3 in the 1980s and gradually evolves to T4 until the latest T6.1, showcasing Caravelle's role in their lives.

Describe the execution

This video released on the product launch event in September. On the same day, it was released on brand’s official website, Facebook, and YouTube official channel. In order to reach more target audiences and lead them to landing page, Google search, Facebook video link ad, PPC ads and banners on several automotive media are bought. Meanwhile, post game was executed on Facebook, which encouraged followers to share the most touching scene in the video. In addition, due to the target audiences of this product are professional drivers, a music lists was set up on Spotify and shared on Facebook with them. In December 2020, the post of video was boosted again to communicate the special sales promotion. Also, ads are bought on automotive medias. In 2021, the director was interviewed by brand’s own magazine and share the ideas of this video with all the customers to remain the product image.

Describe the outcome

In the first two weeks, total views exceeded 1 million after the launch of the video. Until January 12th 2021, total views stand at 4.11 million, including over 2.88 millions views on Facebook official fanpage and 1.23 millions views on YouTube official channel. Many consumers, especially commercial drivers and their families shared this video and their own stories on Facebook. Before the video launch, 4.2 customers visit showroom and test drive the old model per day; after the video launch, 15.4 customers visit showroom and test drive the new car per day. In other words, customers visit to showrooms and on test drives increased by 3.7 times compared to before the launch of the video.