ŠKODA formally entered the Taiwan market in 2015. After more than 2 years of promotion and operation, the brand had gradually raised its awareness among young males. However, its market share in Taiwan, which was 15 %, still belonged in the minority. As a far-off European brand, ŠKODA desperately needed to ramp up brand awareness and seize attention by winning hearts, manufacturing traction for its brand, and concretizing emotional connections. We sought to enable more people to learn about ŠKODA, and in doing so, to ultimately regard the brand as the first European car of choice. How to spread brand awareness and build up the top of choice for Taiwanese would be the objectives of this campaign.

5 phases of viral video for the campaign:

1. Teaser (Nov.30): Leveraged the surprise video on Facebook before the flash mob.

2. Flash mob (Dec 2nd) Video (Dec 8th): Held in Taipei to capture the public’s attention, then record and edit as one of the viral videos.

3. ŠKODA MV (Dec 14th): Kept the excitement accelerating with the music video. Seamlessly sprinkled in ŠKODA driving scenes from famously emotive Taiwanese locales.

4. Tutorial Video (Dec 21st): We reformatted for another burst of activity with the tutorial video.

The four videos were sequentially posted to strategically amass awareness of and create buzz for Škoda’s Facebook fanpage, on YouTube to attract video lovers, and on Yahoo, the biggest portal site in Taiwan, and its diverse channels to optimally reach netizens.

5. Bonus Scene (Jan 4th): Shot at iconic landmarks and nestled on YouTube and Facebook, to further garner audience attention.