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Vandal

headlinecnen
It's A Skoda, Honest.
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Mar., 1999
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
‘Skoda jokes’ were so entrenched in British culture that, despite the brand’s acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears.

Philosophy/Solution


The repositioning that accompanied the launch of the Fabia in March 2000 challenged that prejudice head-on and reduced marque rejection from 60% to 42%. UK sales have since grown by 64% dramatically outstripping other markets, with the same model mix; £15 million of marketing spend is estimated to have returned £37 million of profits
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Photography:
Production Company:
Director:
Other credit:Agency Producer Kirsty Burns
Co-Managing Director Laurence Green
Advertising Manager Chris Hawken
awards
IPA Effectiveness Awards 2002
Best Change of Direction Award
IPA Effectiveness Awards 2002
Best New Agency (The John Bartle Award)
IPA Effectiveness Awards 2002
Gold Award
British Arrows
Bronze
Car
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