Škoda is set to launch a major £3 million television campaign, created by the advertising agency Fallon, which moves on the brand proposition from the multi-award winning "It’s a Škoda. Honest" to "Škoda. It might earn you more respect than you think."
The new campaign, comprising of three ads entitled "Fishing", "Stranger", and "Supermarket", is the first brand campaign to be developed under Mary Newcombe, Škoda’s Head of Marketing. The first commercial, "Fishing", breaks on Monday May 12, during the final edition of "I’m a Celebrity - Get Me Out of Here".
The collaboration between Fallon and Škoda has resulted in an extraordinary brand transformation. Since 2000, the strategy has been to confront the prejudice the British public had towards the Škoda brand, using a mixture of wit and self-deprecation. This has helped Škoda gain record sales increases in the UK and become the fastest growing car brand in Europe.
The new campaign premise is to show people in a variety of situations being disproportionately revered for their judgement in purchasing a Škoda. Total strangers assume that Škoda owners must exhibit the same level of discernment and judgement in every area of life.
In "Fishing", an early morning fisherman approaches a pond carrying his fishing tackle. At the far side of the pond, we see another, solitary fisherman with his new Škoda Octavia parked behind him. The man pauses, surveys the water and sets off walking around the bank towards the Škoda owner, continuing until he is just a few feet away. He sits down on his fishing box and proceeds to fish only a few feet away from the Škoda owner. We cut to the Octavia and the title comes up, "The Škoda Octavia. It might earn you more respect that you think."
The succeeding ads,"Stranger" and "Supermarket", continue the theme in surprising ways. "Stranger" will break on 20 May, with the third ad following a week later.
Mary Newcombe, Head of Marketing at Škoda UK, commented, "Škoda’s advertising has emphatically transformed perceptions about the brand. Not only has Škoda’s former reputation been eroded but sales have increased exponentially. The opportunity now exists to demonstrate the positive values of the brand through the people who have chosen the vehicles - the Škoda owners. I believe this new campaign will help attract more consumers to the brand because of its badge."
Phil Dowgierd, Account Director at Fallon, said, "Car buyers are intrigued by Škoda. They want to know more, such as who’s driving them? What are these people like? This campaign changes the focus from cars to people. In the ads we explore the judgements other people make based on the car we drive."
The ads were written by Mike Sutherland and art directed by Antony Nelson at Fallon. The director is Ivan Zacharias at Stink and media is through Mediacom.Published 11 May 2003