ŠKODA UK launches integrated marketing campaign for ‘game changing’ new Superb

ŠKODA UK launches integrated marketing campaign for 'game changing' new Superb

18/09/2015
ŠKODA UK is launching an innovative through-the-line campaign to support the launch of the new ŠKODA Superb.

Milton Keynes, 18 September 2015 – The campaign celebrates ŠKODA’s halo car as a Simply Clever solution for customers, offering both style and space – a dynamic exterior coupled with a spacious interior.

The ‘Travel in Style. Travel in Space.’ campaign will run across TV, VOD, cinema, digital OOH, press, digital and social. Further support will come from bespoke content strands running through a partnership with Haymarket.

The 40 second TVC ‘Costume Party’, which broke on ŠKODA-owned channels on 11 September, will break on TV on 20 September coinciding with the Wales vs. Uruguay Rugby World Cup match. The ad focuses on a little boy dressed as an astronaut travelling back home from a party with his family, where his journey inside the ŠKODA Superb makes him feel like he's inside a spaceship.

A teaser video will also break on ŠKODA-owned social channels on 18 September. ‘The Superb has landed’ shows the new Superb seemingly landing on the moon, before panning out to reveal a miniature set complete with replica model of the new ŠKODA Superb.

DM packs targeted at business customers continue to play with the theme of space and innovation. A ‘Virtual Desk Drive’ gave customers an exclusive first look at the ŠKODA Superb. With the help of Google Cardboard and a custom app, customers were immersed in a 3D world where they were able to view the key features of the new Superb. The Superb Desk Drive is also available through the ŠKODA website: www.skoda.co.uk/models/superb-hatch-2015/virtual-experience.

At a local level, the campaign has been adapted for the showroom environment where direct mail, email, digital, press and radio directed customers to VIP launch evenings.

The launch of the new ŠKODA Superb campaign closely follows the appointment of Andrew Cullis to the role of Head of Marketing in June. Cullis has a wealth of experience in the automotive industry, having been Marketing Director at Hyundai UK for the past seven years. Before this, he held various roles in brand and product marketing and PR for both Vauxhall and Citroёn.

Andrew Cullis, Head of Marketing, ŠKODA UK, said: “It’s a very exciting time for the brand: the launch of the new Superb is a great opportunity for us to show – through a large variety of media channels – the class leading combination of style and substance that our cars offer.”

ŠKODA UK’s agency teams include Fallon (ATL), Mediacom (Media), AIS (DM, CRM, Social), Reading Room (Digital) and Kindred (PR).

ŠKODA’s award-winning Kodiaq range is set to earn its badges with the arrival of a new Scout model. Priced from £32,330 and positioned between the SE L and Edition models, the Scout is the first new addition to the Kodiaq range since the seven-seater SUV arrived earlier this year.
Ordering for one of 2017’s most anticipated new arrivals – the all-new ŠKODA Karoq – opens today (Tuesday 3 October). Priced from £20,875, the all-new SUV sets new standards for value, comfort and equipment in what is one of the busiest and most competitive sectors of the new car market.
ŠKODA has announced prices and final specifications for its all-new Karoq model. Positioned below the large Kodiaq model in the brand’s updated SUV range, ŠKODA’s striking newcomer will cost from just £20,875 when order books open on 3 October. Generously equipped and packed with safety and comfort features, the all-new Karoq also introduces a striking look that showcases ŠKODA’s new SUV design language.

ŠKODA is encouraging the uptake of latest generation, lower-emission new cars by today launching a new scrappage scheme for Euro 1 to 4 emissions standards vehicles. Under the terms of the ŠKODA programme all qualifying vehicles will be permanently taken off the road and scrapped.

ŠKODA UK has won a sparkling new contract with the domestic cleaning franchise, Molly Maid, to supply an additional 15 Fabia S 1.0 Hatch models to its UK fleet and a further 60 in the next year.
ŠKODA AUTO continues its success. In the first half of 2017, the Czech car manufacturer increased its deliveries, sales revenue and operating profit. From January to June, deliveries to customers rose by 2.8% to the new record of 585,000 vehicles. Sales revenue grew by 22.6% to 8.720 billion euros, surpassing the 8-billion-euro mark for the first time in the first half of any year. Compared to the same period last year, operating profit increased by 25.5% to 860 million euros.