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SKODA

SKODA. Changing image and driving sales. IPA Effectiveness Gold Award Winner 2002. Background. Pre 2000 the Skoda brand was synonymous with bad car jokes The reality was that the VW owned brand was excellently engineered, winning ‘Car Of The Year’ prior to the relaunch

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SKODA

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  1. SKODA Changing image and driving sales IPA Effectiveness Gold Award Winner 2002

  2. Background • Pre 2000 the Skoda brand was synonymous with bad car jokes • The reality was that the VW owned brand was excellently engineered, winning ‘Car Of The Year’ prior to the relaunch • Client needed to take a risk and a visionary agency to take the brand forward and turn it into a national success: • Step forward Chris Hawken, Marketing Director of Skoda, and Fallon London

  3. Skoda Relaunch 2000 • New campaign confronted irrational consumer prejudice • General shift in consumer attitudes to instil confidence to buy Skoda • The ‘joke’ became the ‘joke’ “It’s A Skoda. Honest”

  4. TV Central to Campaign • TV central focus for the campaign, other media used in ‘unexpected’ ways - Skoda seen in Tatler and Vogue • TV airtime worked hard and be highly visible • Launch spot in centre break of Coronation Street • End December used - low car activity, low TV costs, higher viewing • The TV campaign (around 75% of marketing investment) scored 100% from external auditors

  5. Results • Change in attitude - reflected in national coverage • Positive consumer response • Volume growth for the Fabia outstripped the market since launch • Octavia sales far exceeded original launch response • Chris Hawken became 2000 Marketer of the Year • Fallon’s creative won them an IPA Effectiveness gold award • …and there is now only one website dedicated to Skoda jokes “Skoda used to be the joke. Now the joke is the joke.”

  6. IPA and WARC • This case study is drawn from the IPA Effectiveness Awards, the most rigorous examination of successful advertising in the world. For more information visit www.ipa.co.uk • All 700 IPA case studies are available in full at www.WARC.com, alongside 25,000 documents from 30 other authoritative sources. The WARC database includes the world's largest collection of published studies on media and marketing effectiveness

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