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

Future classics 2022: car investments that could make you money
Future classics - header image
Best cars & vans

Future classics 2022: car investments that could make you money

Identifying future classic cars is a tricky but potentially lucrative business, here are our future classic recommendations
23 May 2022
First look at new electric Skoda supermini due in 2025
Skoda EV
Skoda

First look at new electric Skoda supermini due in 2025

The upcoming Skoda small car will share a platform with similar Volkswagen and Cupra EVs
6 May 2022
New baby Skoda Enyaq to showcase brand’s future design language
Skoda baby Enyaq exclusive image
Skoda

New baby Skoda Enyaq to showcase brand’s future design language

As part of an announcement on its new design language, Skoda has teased a new electric SUV and our exclusive image previews how it could look
31 Mar 2022
Skoda’s next three electric cars will be smaller than the Enyaq
Skoda electric car plan
Skoda

Skoda’s next three electric cars will be smaller than the Enyaq

A seven-seat electric SUV isn’t likely, but the Skoda CEO says “never say never”
1 Feb 2022

Most Popular

New Kia Niro EV prototype review
Kia Niro EV  prototype - front
Kia Niro

New Kia Niro EV prototype review

We get behind the wheel of a pre-production prototype version of the 201bhp Kia Niro EV
22 May 2022
Best motorhomes 2022: the top 5 picks for all budgets
Chausson motorhome
Tips & advice

Best motorhomes 2022: the top 5 picks for all budgets

In the market for a new motorhome? Here are our top-five recommendations...
18 May 2022
Citroen Ami on sale in the UK this summer from £7,695
Citroen Ami UK - front static
Citroen Ami

Citroen Ami on sale in the UK this summer from £7,695

The compact quadricycle is pricier than first thought, but the Citroen Ami will still be the UK’s cheapest ‘car’
24 May 2022