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 has announced phenomenal half year figures for True Fleet – with a growth of 16.1% year-on-year.
ŠKODA has continued to grow in the first half of the year. The long-established Czech brand recorded 585,000 deliveries to customers worldwide in the first six months – thus surpassing last year’s record result by 2.8 per cent (January to June 2016: 569,400 vehicles). 105,200 deliveries in June are also an all-time peak in sales (June 2016: 98,800 vehicles). Positive development in the core market, Europe, and a two-digit rise in deliveries in Russia contribute to the record result, as do the significant increases in deliveries for the ŠKODA FABIA and SUPERB model ranges. With 27,100 deliveries since February, the new ŠKODA KODIAQ SUV is having a successful start in markets worldwide.
ŠKODA UK has launched petrol engine variants of the highly popular Octavia and Superb SE Tech models for fleet customers. Cost, practicality and safety are key components in the make-up of the models, designed with business customers in mind.
Where would you go with £500 worth of free fuel? The seaside? The big city? The countryside? That’s the question ŠKODA buyers will be asking themselves if they take advantage of the brand’s Big Event offer that runs from 4-17 July. That’s because customers ordering a new Citigo, Fabia, Rapid, Rapid Spaceback, Octavia, Yeti or Superb during the Big Event promotion period will receive a £500 fuel voucher that will allow them to enjoy their first unforgettable miles ‘on the house’.
Following record sales performance for ŠKODA fleet over the past year, two senior appointments have been made to continue the growth of True Fleet. Matt Hattersley has been appointed as national fleet sales manager and James Watson as regional contract & leasing manager for the south.
ŠKODA is upgrading the smallest member of its model range. The ŠKODA CITIGO is being launched with three or five doors and many new design, technology and equipment features. The city car stands out in the crowd. The front, side and rear sections display precise shapes, defined edges and smooth surfaces. Instantly recognisable as an attractive, modern and practical city runabout. The ŠKODA CITIGO embodies modern technology and modern urban mobility.