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Motorshow

headlinecnen
It's A Skoda, Honest.
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Feb., 1999
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Workers are lowering the latest Skoda model onto a display stand at an auto show. A manager rushes over to tell them "that car does not go on that stand." The car is too stylish to be a Skoda. In fact, it is the new Skoda.

Context


‘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
Gold
Car
The Creative Circle Awards
Gold
Best 40 Second Commercial
The Creative Circle Awards
Bronze
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