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 is releasing a silhouette picture to grant the public a first look at its future model for the popular compact class. It provides a first taste of the distinctive and dynamic design of this five-door model. This hatchback model translates the emotive design language of the study ŠKODA VISION RS, which recently attracted attention at the Paris Motor Show, into a production vehicle.

Click here to download Candice's recipe.

 

Baking fever has once again gripped the nation – and ŠKODA UK is no exception. The car manufacturer has partnered with celebrity baker and 2016 Great British Bake Off winner Candice Brown to re-imagine a delicious, small-scale replica of the iconic Fabia cake. It comes more than a decade after ŠKODA’s advert, which saw a life-size version of the Fabia car made entirely out of cake.

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ŠKODA has achieved its most daring GUINNESS WORLD RECORD™ to date: the farthest flight of an arrow caught by hand from a moving car.