Brand owner: ŠKODA
Lead agency: PHD Taiwan
Contributing agencies: Redbit Pictures, ERICS Sports Marketing
Industries: SUVs, 4x4s
Media channels: Events & experiential, Online display, Online video, Social media, Word of mouth, advocacy
Budget: Up to 500k
ŠKODA formally entered the Taiwan market in 2015 and has gradually raised brand awareness. However, overall awareness still remained at only 15% of the market. ŠKODA, as a European carmaker, needed to boost brand awareness and capture attention to generate some traction for its brand and trigger emotional connections at local level.
In 2017, the CoinciDance music video created by Handsome Dancer, a New York duo, led many young Taiwanese to create and share their own version of the dance on Facebook. The storyline of the music video delivered the message that when you have a true friend, you can understand each other beyond words, which reflects ŠKODA's spirit. Moreover, ŠKODA's Simply Clever tagline facilitated a nice play on words with the Taiwanese word for 'dance'.