August, 2025Skip the Drama! summer festival scold nine times
跳過鬧劇吧！大稻埕罵九遍
🚀 USD $45K Earned Media Value
🚀 3x Organic Social Mentions
🚀 60K Event Attendance
🚀 2M+ Organic Social Views
Business Challenge
To amplify the Skip the Drama brand platform, the objective was to bridge digital engagement into offline cultural resonance. Rather than building a standalone activation from scratch, the strategic challenge was to hijack a high-traffic cultural moment to maximize product awareness and brand affinity, turning an existing audience into active Uber Taxi riders through disruptive real-world storytelling.
Strategic Insight & Creative Concept
We orchestrated a high-stakes cultural collision: What happens when your current brand ambassador ambushes your previous one on live stage?
Leveraging our brand ambassador Miao Ke-Li’s legendary on-screen "scolding" persona, we turned a viral social meme into an urban legend: get caught street-hailing, and Miao will publicly scold you.
At Taiwan’s largest summer music festival, we staged an unannounced live takeover. While 2024 campaign ambassadors Power Station were performing, Miao stormed the stage mid-set to berate them for attempting to street-hail, bringing the absurd 8 PM soap opera tropes into the physical world. The stunt delivered an unforgettable live-action payoff: Skip the street-hailing drama. Tap Uber Taxi.
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Lead Agency Campaign Lead
Experiential & Partner Leadership: Partnered with major broadcast network SETN to orchestrate an unannounced brand takeover at Taiwan’s premier summer music festival, managing live show rundowns and branded stage and visual production.
Mass-Scale Creator & WoM Strategy: Architected a viral creator amplification strategy across Meta and Threads, steering 300+ creators to generate synchronized social buzz and widespread organic reach within 48 hours of the stunt.
Integrated Communications Leadership: Acted as the overarching campaign lead, aligning PR, social, and media partners to maximize earned media exposure across national prime-time TV news and top-tier digital advertorials.
