Car Advertising Campaign of the Year 2017: Skoda

Skoda's 'Driven by Something Different' advert for the new Kodiaq has won the 2017 integrated advertising campaign award

Car Advertising Campaign of the Year 2017 - Skoda

Skoda knew its Kodiaq was a competitive car that deserved to be taken seriously. Yet it was also aware that family motorists didn’t associate themselves with the brand. It needed to reach that audience, change those perceptions and show off the car. The answer was a clever integrated campaign: Driven by Something Different, which launched in February.

The broad idea was that Skoda owners followed a different path and were independent thinkers. Who better to represent them than brand ambassador Sir Bradley Wiggins, who also linked to Skoda’s long-running sponsorship of cycling events?

Sir Bradley Wiggins on cars, Skoda and cycling

For the Kodiaq, the idea was to invite families to ‘reconnect’; to take time out to enjoy what really matters. Hence Sir Bradley was filmed in the SUV on the school run, walking dogs and out with friends. The punchline is that he worked all his life to achieve the best times on his bike, but the best times are really when he’s with his family and friends – a message that was cleverly put across in an attention-grabbing and heartfelt way. The campaign was run across all channels for maximum reach.

The result was a huge success for Skoda, with improved brand perception among family motorists and a record number of requests for test drives.

Our judges felt the campaign was well thought through, efficient and good to look at – like the car. It has also signalled a shift in brand perceptions at scale, especially with a younger family audience. Brand consideration peaked at 13.5 per cent for females (+5.6 ppt) and 15.8 per cent for under-55s (+4.2 ppt) during the campaign period. The launch exceeded Skoda’s objectives as well; orders beat expectations by 30 per cent during the campaign.

Auto Express New Car Awards 2017

For complete, in-depth coverage of the 2017 New Car Awards, buy your collector's edition copy of the Auto Express magazine now or click here to subscribe...

Continue Reading

Recommended

Best new cars coming in 2024
Best new cars coming in 2024 - header image
Best cars & vans

Best new cars coming in 2024

There are some big new models from the likes of Audi, BMW, Citroen, Ford, MINI, Skoda and more on the way in 2024
20 Nov 2023
New Euro 7 emissions regs could kill the Skoda Fabia
Skoda Fabia - front tracking
News

New Euro 7 emissions regs could kill the Skoda Fabia

Skoda is waiting for the final details of new Euro 7 emissions standards before committing to a new generation of its popular supermini
5 Oct 2023
New Skoda vRS hot hatch on the way: a VW ID.2 GTI for less?
Skoda baby vRS - exclusive image
News

New Skoda vRS hot hatch on the way: a VW ID.2 GTI for less?

A hot version of Skoda's upcoming small EV could wear the vRS badge, and our exclusive image previews how it could look
2 Oct 2023
New Skoda Enyaq L&K luxury flagship revealed
LK Enyaq - front
News

New Skoda Enyaq L&K luxury flagship revealed

The all-electric Skoda Enyaq has received the Laurin and Klement treatment
23 May 2023

Most Popular

‘Forget leasing a car, a cut-price van should be your next everyday vehicle’
Opinion - Fiat Scudo
Opinion

‘Forget leasing a car, a cut-price van should be your next everyday vehicle’

With some huge savings to be had, Mike Rutherford thinks a van could be the perfect vehicle
3 Dec 2023
Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month
Skoda Superb Estate - front tracking
News

Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month

The Superb is one of our favourite estates and our Deal of the Day for Monday 4 December
4 Dec 2023
New Renault 5: price, specs, launch and on sale dates
Renault 5 EV concept at 2022 Goodwood Festival of Speed
News

New Renault 5: price, specs, launch and on sale dates

Renault’s reborn Renault 5 will start from €25,000 in Europe, suggesting a circa-£30k price in the UK. It's due on sale in the summer of 2024. Here's …
1 Dec 2023