Skoda's Marketing Success Goes From Strength To Strength

Published 17 December 2002 Melanie Carter

Škoda UK has received more recognition for its renowned marketing campaigns at the recent IPA effectiveness awards and the 2002 DMA awards. Six accolades were awarded for work carried out by Škoda’s advertising agency, Fallon, and direct marketing agency, Archibald Ingall Stretton (AIS).

Škoda UK’s above-the-line advertising was applauded at the IPA Effectiveness Awards 2002, which recognise creative excellence but are dependent on that creativity achieving actual results. A total of 33 agencies submitted 61 papers this year, of which only three golds were awarded, one of which was for Fallon’s work with Skoda.

The gold was awarded for the highly distinctive and popular "It’s a Škoda. Honest" campaign, which dramatically influenced people’s perception of the brand and contributed to Škoda’s rapid sales growth in the UK.

In the first year that Fallon were eligible to enter these awards they won the "Best New Agency" award on the basis of the Škoda achievements. Škoda was also awarded the "Best Change of Direction" title.

This success was mirrored at the DMA awards, which are considered to be the highest accolade in direct marketing, as they are judged on three criteria – strategy, creativity and results - and every model in the Škoda range got a mention. Škoda and AIS dominated the category for "Best use of consumer direct marketing inserts in any medium", winning the gold award for the second year running for the Škoda Superb "Damn" insert . The bronze award was given for the Fabia campaign, which highlighted the array of awards the car has won.

The team also won silver in the category for the "Best business or consumer advertisement to sell direct or to generate enquiries off-the-page". The winning execution promoted the Škoda Octavia to taxi drivers but warned them that "Some people may do a runner before you’ve taken them anywhere."

Mary Newcombe, Head of Marketing for Škoda UK, was delighted with this success. She commented, "These awards are testament to the excellent relationship we have with our agencies. Škoda has a unique position in the market place and our marketing strategy reflects this. The personality of the brand has been captured in the highly original advertising and the self-deprecating sense of humour that runs through everything we do. Perceptions of our cars are changing and more and more customers are realising that Škoda produces great cars that offer fantastic value for money. We are looking forward to seeing how this strategy develops over the years to come."


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