Wacoal: Wow Girls’ Lab

Credits & Description:

Market: Taipei
Agency: X-Line Co., Ltd.
Entrant Company: X-Line Co., Ltd.
Production Company: Zen Production Company
Advertiser / Brand: Taiwan Wacoal
Brand: Taiwan Wacoal Sports
Corporate Name of Client: Taiwan Wacoal
Head of Client Services: David Lu
Client Account Director: David Wang
Client Supervisors: Shiu-Fen Tsai/Shu-Ling Hsieh/Huei-Ting Jiang
Media Company: Media Palette (Taiwan) Inc., Taipei
Agency Account Director: Alex Hsu
Agency Account Manager: Eric Kuo
Agency: X-Line, Taipie
Chief Creative Officer: Mark Chang
Executive Creative Director: Mark Chang
Creative Directors: Jerry Liu/Yi-Ling Chen
Copywriter: Tomas Wang
Art Director: Allison Tsai
Executive Agency Producer: Xiao-hao Wang
Production Company: Zen production company, Taipei
Director: Shen Yi-Chuan
Senior Executive Producer: Chang I-Cheng
Executive Producer: Chang Cheng-Te
Producer: Chou Hsin-Chih
Line Producer: Huang Yu-Chen
Director of Photography: Pan Hsin-You
Post-Production Company: MindBiz Multimedia Technology Corporation, Taipei
Executive Post-Producer: Chang Cheng-Te
Post-Producer: Kuo Yi-Yin
VFX Company: MindBiz Multimedia Technology Corporation, Taipei
VFX Editors: Yang I-Hsuan/Tsai Wan-Lun
Editing Facility: MindBiz Multimedia Technology Corporation, Taipei
Editor: Derek Wan
Colour Company: Digimax, Taipei
Colourist: Paul Hanrahan
Sound Design Company: MindBiz Multimedia Technology Corporation, Taipei
Sound Engineers: Shih Ping-Yen/Chang Pei-Shih
Sound Mixers: Shih Ping-Yen/Chang Pei-Shih
Music Production Company: EMI MUSIC PUBLISHING (SOUTH EAST ASIA) LIMITED Taiwan Branch, Taipei
Music Executive Producers: Shih Ping-Yen/Chang Pei-Shih
Song Title: Fire Dragon
Synopsis:
1. To help Wacoal, the brand which first crosses over as a professional sports bra brand, to communicate with its target audience and build up its professional image.2. To rebuild brand’s Japanese image and segment Wacoal from all other European and American brands in Taiwanese sports bra market.3. To help this aging brand to once again win young girls’ attention.4. To create a video for people to share and discuss widely on the Internet with extremely low media budget.
Social Media URL: http://weibo.com/tv/v/F4O68fsSr?fid=1034:a714ad7637c8bc5d833ea7a11a82b3d2
Describe the campaign/entry:
A
We compared women’s breasts as cute animals.
B
In the form of experiment, through different exercises, we make consumers understand that the irregularity of breasts shaking is beyond their imagination. Therefore, they need Wacoal Sports to provide them complete protection when exercise.
Creative Execution:
A
We positioned Wacoal Sports as “the sports bra that knows breasts the best”.
B
We made a video to put on the Internet. We used “special” experiment content to show brand’s professional image. We also put the video on YouTube and Facebook.
C
In the video, we use men and small animals as measurement for breasts. Through this funny and interesting metaphor, we tried to create a hot topic between two genders. Therefore, young women in Taiwan would share the ad on the Internet and tag their friends on Facebook message board (comment).
A
Since the video was released on the Internet on May 25th, with “ZERO” Facebook budget, there were 1.6 million viewer in 24 hours. In less than one week, it has generated 5 million views (more than 96% of people liked it). It means one out four people has seen the video. Meanwhile, it even generated 8.2 million views after being posted on Weibo. Netizens from more than 20 different countries in the world spontaneously shared the video. It has become the most shared ad of all time for Wacoal.
B
Even with recession in Taiwan, Wacoal sports, comparing with same time last year, percentage of consumer asking about the product raised 175% and sales increased 14%. And it also helps the brand to innovate.
C
Even facing major sports brands, Wacoal sports has still become the most discussed, the most focused sports bra brand.
Besides selling products, an ad should also seek for the goal of changing consumers and become a part of consumers’ life.
This film redefines the interesting names of breast size in human history. It has become an interesting topic among consumers after being aired. Keeps spreading and it has become a constant entertaining material in everyone’s real life.
A
As for choosing “sports bra”, women in Taiwan tend to choose sports bra from “sports” brand. Our strategy was to twist consumers’ concept and make them choose it from a “lingerie” brand. It is because a sports bra, which knows breasts the best, can really protect women’s breasts.
B
With rival sports brands, such as Nike, Adidas, and UA, Wacoal doesn’t have resources like theirs. Therefore, we started using Internet as a weapon. We use the idea that girls in Taiwan are fond of Japanese products and ads, so we especially used the language Japanese in the video. It not only segments Wacoal from all the European and American brands on the market, but also attracts their attention. It makes them want to share the ad, which they think is Japanese.