The primary goal of the #fightpollution campaign was to amplify Gogoro's core mission and educate on the benefits of clean energy.
Our creative thesis: By ditching the mask, we free our smiles and have the opportunity to connect on a more personal level. Smart cities can become more human by embracing all-electric solutions (like Smartscooters.)
By shifting to all-electric solutions, Taipei residents can literally de-mask, becoming more expressive during their commutes.
Creative concepts need to be concise, strategic, and relevant. Today's audience will flick you away in an instant if your content doesn't immediately resonate or feels unauthentic. Videos have about ~3-seconds to capture the hearts and minds of your audience.
At a start-up like Gogoro, you have to jump in, get dirty and be incredibly resourceful. The #fightpollution campaign had minimal production budgets and a very tight timeline. Electric scooter subsidies were offered up by the Taiwan government, and we had to get the message out that 'going electric' was better for your and future generation's health. There was no time to wait - we had to create something within a week.
Through market research, we identified our customers and decided that one video wasn't going to cut it. To appeal to a spectrum of new customers we needed to craft different video motifs in order to target our communications.
The collection of congruent we created drove millions of viewers to link to our blog and catalyzed many local conversations on the harmful implications street side emissions have on everyone's health.
The result: The #fightpollution campaign increase Smartscooter sales increased by 350% in the first week and helped Gogoro gain a majority of the government subsidies for all-electric scooters.
