| Titulo | Wow Girls’ Lab |
| Agência | X-Line |
| Campanha | Wow Girls' Lab |
| Anunciante | Taiwan Wacoal |
| Marca | Taiwan Wacoal |
| Data da primeira Transmissão/Publicação | 2016 / 12 |
| Sector Empresarial | Lingerie, roupa íntima e pijamas |
| História | We compared women’s breasts as cute animals. 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. |
| Filosofia | We positioned Wacoal Sports as “the sports bra that knows breasts the best”. 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. 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). |
| Resultado | 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. 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. Even facing major sports brands, Wacoal sports has still become the most discussed, the most focused sports bra brand. |
| Tipo de Mídia | Viral |
| Comprimento | |
| Director executivo criativo | Mark Chang |
| Realizador | Shen Yi-Chuan |
| Produtora | Zen Production Company |
| Director de contas | Alex Hsu |
| Account Manager | Eric Kuo |
| Director criativo | Jerry Liu |
| Director criativo | Yi-Ling Chen |
| Redator | Tomas Wang |
| Director de arte | Allison Tsai |
| Produtor da agência | Wang Xiao-hao |