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 enhancing the elegant and affordable family favourites ŠKODA RAPID and ŠKODA RAPID SPACEBACK with numerous innovations. New lighting systems ensure even greater safety. Passengers are 'always online' thanks to an available WLAN hotspot. The new programme includes two efficient 1.0-TSI engines with three cylinders. The upgraded models will be presented to the public for the first time at the Geneva International Motor Show (7 – 19 March, 2017).

​ŠKODA UK has today announced its new brand campaign - Driven by Something Different - featuring Sir Bradley Wiggins.

 

With the ŠKODA KODIAQ SPORTLINE, the Czech car manufacturer will present an elegant, dynamic variant of its new large SUV. Design features specifically developed for the sporty model variant shape the exterior and interior. For the ŠKODA KODIAQ SPORTLINE, which will make its world premiere at the Geneva International Motor Show (7 to 19 March 2017), a choice of two petrol and two diesel engines is available.
ŠKODA has announced that ordering for the new Octavia range will open on 25 January*, with prices starting from £17,055 OTR. 
​Proving that it’s not just brand new ŠKODAs capable of bringing home the silverware, the second-generation Superb has just been named Best Used Estate Car 2017 by Diesel Car magazine.