The Challenge: Introducing a Distributor in Its Leaders’ Own Words
WEIKENG Industrial represents semiconductor brands such as AMD, Infineon, Microchip and NXP, and sells their components to manufacturers of computers, industrial equipment, communications gear, cars and consumer electronics in Taiwan, China and Southeast Asia. Along with the parts it provides application engineering, warehousing and logistics, inventory managed on customers’ behalf, and financial services.
In November 2023 Weikeng contacted us through our website about a two- or three-minute film. Over the next two months the brief took shape. The film had to carry the company’s line We Bring Technology and Value (連結科技、創造價值), show its product lines and services across industries, and show its work toward a green, sustainable supply chain. It would be used online, on social media and on sales visits, for the brands Weikeng represents as well as its customers.
In January 2024 Weikeng sent us its own outline and asked for three things: versions in Traditional Chinese, Simplified Chinese and English; its chairman, president and chief operating officer on camera; and our advice on where animation and text cards would work better than footage.
What We Found
- The leaders’ lines had to be their own. Weikeng wanted its leaders on camera to state the company’s vision and values in person. Before writing anything we sent an interview guide with topics for each role: the chairman on vision, values, Weikeng’s place in the semiconductor supply chain, sustainability and the future; the president on the company’s growth, business model, customers, markets and awards; the chief operating officer on applications, tailored solutions and the supply chain. Their written answers became the core of the script.
- A distributor’s value sits in its services. Much of what Weikeng adds to a component happens out of sight: application engineers helping customers design parts in, warehouses close to customers’ factories, and inventory managed on their behalf. The film needed scenes and graphics for each of these, plus a few numbers people would remember.
- Taiwan and mainland China both had to be on screen. Weikeng’s offices and warehouses span both, and the film would play to audiences on both sides and to international brands. We proposed filming in a second city in mainland China, and Weikeng chose Shenzhen.
What We Did
Our video planning and production team took the film from Weikeng’s outline to the last language version, including the interview guide, scripts, two shoot days, motion graphics, voice-over and subtitles.
Scripts From the Executives’ Answers
We sent the interview guide in February 2024, and the three executives returned their answers at the end of the month. From these we wrote the script and storyboard, and it went through five rounds with Weikeng between early March and mid-April, including an English translation so the leaders could review both languages.
Two Shoot Days in Taipei and Shenzhen
After location scouts in both cities, we filmed at Weikeng’s head office in Neihu, Taipei, on April 11, 2024: interviews with the chairman and the president, then sales and engineering teams at work, meetings, a training session, a client meeting and the award wall. On April 17 a crew of four filmed in Shenzhen: the chief operating officer’s interview, the office in Nanshan and a warehouse in the Futian bonded zone. Weikeng added its own aerial footage of its 2023 family day.
What the Film Shows
The film opens on an animated globe and the Weikeng logo, with the company’s commitment to partnership from its first days, and states its mission: We Bring Technology and Value. It describes Weikeng as a link between component makers and their customers that creates value through demand creation, supply chain, finance and sustainability, and points to four decades in the Asia-Pacific market and the awards on its wall from leading semiconductor makers.
The middle of the film turns to services. Teams in Taipei and Shenzhen show how distribution, marketing and technical support help customers shorten product development, and an animated map shows a network of 51 hubs across Taiwan, China, Southeast Asia and North America, with vendor-managed inventory in the warehouse. Engineers at the bench illustrate one application engineer for every two salespeople, and more than 75 percent of turnover from projects that need technical service. The film closes on the company’s work on emissions, waste and its communities, and returns to the line We Bring Technology and Value.
Three Language Versions
Each version has its own voice-over or subtitles and text cards in Traditional Chinese, Simplified Chinese and English. Weikeng’s colleagues in Taiwan and China checked the text cards for their markets, and its staff joined us in the studio for the English voice-over. Review rounds ran from late May to mid-June 2024, and the final versions were delivered at the end of June.
Results
The film at work:
- On Weikeng’s own website. Weikeng’s group film page links the Traditional Chinese and English versions on its YouTube channel.
- Three language versions for Taiwan, mainland China and international audiences, delivered in June 2024.
Is your company better than its brand suggests? Many Taiwanese manufacturers lead their category and still introduce themselves as a supplier. Talk to us about closing that gap.
