华文创意奖


影视 TV/CINEMA/ONLINE FILM
作品:Alice's Wedding
品牌:Volvo Cars Taiwan
参赛者:台灣靈智廣告
成员名单:

首席创意官 Chief Creative Officer 陳宣宇 Fish Chen

创意总监 Creative Director 張憶恩 EN Chang

文案 Copywriter 陳宣宇 Fish Chen, 張憶恩 EN Chang

美术指导 Art Director 董承碩 Nilson Tung

导演 Director 羅景壬 Lo Ging-zim

剪辑 Editor 百梅 Pai-mei

業務群總監 Group Account Director 何元凱 Kevin Ho

副業務總監 Associate Account Director 何宇瑄 Agatha Ho

數位業務經理 Digital Planner 謝岡宏 Roddy Hsieh

業務執行 Account Executive 薛至廷 Felicia Hsueh

Cinematographer 林哲強 AJ

Production producer 黃昱銘 Huang yu-ming

Gaffer 梁文台 Liang wen-tai

Music composer 勁樂有限公司 TheHoneydrippers / Big Bang& Fuzz

Music Arranger 柏思影音 Mind Biz Multimedia Technology Corporation

Sound designer 柏思影音 Mind Biz Multimedia Technology Corporation



作品描述

Entry title 

艾莉絲的婚禮Alice’s Wedding

Length  in sec.

11”40  (700secs.)  1140

Synopsis

(150 words)

Volvo For Love感性詮釋以人為本的核心,透過故事「艾莉絲的婚禮」敘述從小時常擔任花童的艾莉絲,在父親守護下過著童話般的生活,然而在母親離世、父親罹患阿茲海默症後童話瀕臨幻滅,卻在艾莉絲不離不棄守護下延續,讓父親的愛跨越世代、跨越現實永不改變。

"Volvo For Love" emotionally interprets the core value of the brand, "We Put People First.” The story “Alice’s Wedding” starts from a little beautiful girl, Alice, who was often the popular wedding flower girl of the town. She lived a fairytale-like life under her father’s protection. However, years later, her mother died and father suffered from Alzheimer’s, the fairy tale nearly shattered. Still, Alice vowed to guard the family, passing down her father’s unconditional love across generations.

Objective

在全新旗艦車款上市前製造話題引起討論。

To create a buzz and arouse the discussion before the all new flagship model is launched.

Challenge

台灣進口豪華四門房車市場中,BenzBMW的市佔率超過87.5%幾乎壟斷市場,令其他品牌難以進入消費選單。

Holding over 87.5% of the imported luxury sedan market share in Taiwan, Mercedes Benz and BMW have largely dominated its market, which has left other brands hard to be listed as consumer consideration.

Strategy

我們發現在1980年到2000年的台灣經濟起飛年代,VolvoBenzBMW銷售曾並列龍頭,同時也擁有許多經濟和教育背景良好的車主。因此決定以跨越世代的愛,重新喚醒消費者對Volvo的美好回憶,建立深厚的情感連結和認同感。

We found that during 1980-2000, the Economic boom era of Taiwan, Volvo, Benz, and BMW ranked top 3 in luxury car sales; also, the Volvo owners were known for having a good economic and academic background as well. Therefore, we’d like to awaken customers beautiful memories of Volvo and to build a strong emotional connection and a sense of recognition through the cross-generation love.

Idea

透過Volvo For Love的感性訴求,發展故事「艾莉絲的婚禮」,述說Volvo車主注重家庭、守護家人的真實情感,以跨世代的家庭故事重新勾起消費者對Volvo的美好印象。

To make an emotional appeal, “Volvo For Love,” we developed the story “Alice’s Wedding”, telling a story of Volvo owners, who are protective of and very much cherish their family. This cross-generation family story was depicted to bring back the beautiful impression of Volvo.

Execution

透過長秒的網路影片,描繪Volvo車主動人的家庭形象, 藉由刻劃父女間彼此守護的感情, 區隔出截然不同的車主形象及核心價值。

The short film illustrates a soul-stirring family image of a Volvo owner by depicting the solid relationship between a father and a daughter. Hence, a distinctive image of vehicle owner is created; the uniqueness of Volvo’s core value is well presented.

Result

  • 上線首日創下百萬瀏覽人次
    1,000,000 Views within 24 Hours
  • 首週突破500萬瀏覽人次
    Over 5,000,000 Views in the First Week
  • Facebook分享超過38千則
    Over 38,000 Facebook Shares
  • 展示中心賞車人潮成長75%
    Number of Showroom Visits Increased by 75%
  • 廣告新車款當月接單量即達成2017銷售目標之30%
    Sales Volume of S90 (the new car model of the film) Reaches 30% of 2017 Sales Target