Title | A SONG OF LIFE FOR ALL COMMERCIAL DRIVERS |
Brand | VOLKSWAGEN COMMERCIAL VEHICLES TAIWAN |
Product / Service | T6.1 CARAVELLE |
Category | D02. Use of Licensed / Adapted Music |
Entrant | IDEATA Taipei, TAIWAN |
Idea Creation | IDEATA Taipei, TAIWAN |
Production | TOFAR FILM PRODUCTION Taipei City, TAIWAN |
Name | Company | Position |
---|---|---|
Shi Wu Lung | Shi Wu Lung | Director |
Victor Ting | Volkswagen Commercial Vehicles Taiwan | Head of Marketing Department |
Shaina Liu | Volkswagen Commercial Vehicles Taiwan | PR & Marketing Communications |
Jackie Du | IDEATA Advertising Co., Ltd. | CEO |
Sammy Chen | IDEATA Advertising Co., Ltd. | Creative Director |
Mandy Chen | IDEATA Advertising Co., Ltd. | Senior Production Manager |
Lilian Yeh | IDEATA Advertising Co., Ltd. | Senior Art Director |
Davis Tseng | IDEATA Advertising Co., Ltd. | Producer |
Robin Hsiao | IDEATA Advertising Co., Ltd. | Account Director |
Pearl Wu | IDEATA Advertising Co., Ltd. | Senior Account Executive |
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.
“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 one of 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.
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.
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.
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.
Website URL | Social Media URL | Video URL