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).

The ŠKODA Citigo has been named the UK’s Safest Used First Car 2017 by Co-op Insurance, in partnership with UK safety organisation Thatcham Research. Created to highlight the safest and most protective used car options for first time buyers, the award is the first of its kind in the UK.

The new Kodiaq, Superb and Octavia proved an unbeatable trio as ŠKODA took home three category wins at the 2017 Auto Express New Car Awards and a special award for its Reconnection advertising campaign. The awards were made at the title’s annual ceremony in central London, where the judging panel praised ŠKODA’s winning models for their quality, practicality and value for money.

​It’s the vRS that packs the mightiest punch ever: the new Octavia vRS 245 has just touched down in the UK. Delivering 245PS and 370Nm of torque, the new sporting flagship of the range launches with an equally headline-grabbing price that starts from £27,595.

ŠKODA has produced the 500,000th third-generation FABIA in Mladá Boleslav today. At the same time, the manufacturer is celebrating another milestone: the four millionth ŠKODA FABIA since the series debuted in 1999. The jubilee vehicle is a ŠKODA FABIA COMBI with a 1.0 TSI petrol engine and an automatic DSG transmission in moon-white. With 91,400 deliveries in the first five months of 2017, the popular small car is currently ranked second on the ŠKODA bestseller list behind the OCTAVIA.
​Milton Keynes, 14 June 2017. ŠKODA has secured a hat-trick of titles at the Tow Car Awards 2017. Confirming the brand's products as some of the best all-rounders for owners who need to tow, the awards went to the Superb and the recently updated new Octavia.
​ŠKODA's deliveries increased by 2.4% to 99,000 units in May (May 2016: 96,700 vehicles), making it the best May in the company's history. The traditional Czech brand made significant gains particularly in Europe and India. ŠKODA promises further growth impetus from the current SUV campaign: The ŠKODA KODIAQ – the brand's first new SUV model – has been successfully launched on the markets; 7500 units were delivered to customers in May. The new compact ŠKODA KAROQ SUV, which was presented to the public for the first time in Stockholm in May, will follow in the fourth quarter of 2017.