September, 2024Zhongxiao East Road Singing Pop-Up
忠孝東路 K 歌快閃
🚀 USD $35K Earned Media Value
🚀 2.5X Organic Social Mentions
🚀 23.5M+ Social Views
Business Challenge
To amplify the launch of the Hail Nine Times Along Zhongxiao East Road campaign, the objective was to bridge the digital-to-physical divide, driving massive earned media and social conversation.
The challenge was to execute a disruptive, real-world brand activation that physically intercepted consumers at the exact moment of their commuting frustration, uplifting both Uber Taxi awareness and overall e-hail penetration.
Strategic Insight & Creative Concept
Despite the song's two-decade legacy, Power Station had never actually performed their classic hit on the very street that inspired it. We capitalized on this cultural trivia by bringing the concert directly to the streets of Taipei.
We transformed a mobile truck into a "Mega Uber Taxi" and hosted a first-of-its-kind mobile concert on Zhongxiao East Road during Friday rush hour.
Featuring Power Station alongside key influencers, the live stunt interacted directly with stranded commuters, bringing the "Taxi is on Uber" message to life while dominating traffic hotspots with synchronized OOH placements.
The activation sparked nationwide discussions and user-generated covers, effectively breaking the ingrained mindset that getting a taxi requires physical effort.
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Lead Agency Campaign Lead
Event & Experiential Leadership: Orchestrated this first-of-its-kind mobile concert, managing complex vendor logistics, live event rundowns, and navigating strict government licensing for a stunt on Taipei's busiest street.
Influencer & Content Strategy: Led negotiations and content optimization for 5 mega-influencers, directing the production of a one-hour live broadcast and high-impact short-form video assets.
Omnichannel PR Integration: Managed alignment across PR, media, and social stakeholders, successfully maximizing earned media coverage spanning TV news and digital advertorials.
