Laurence Green
MullenLowe Group UK Executive Partner at MullenLowe London
London, United Kingdom
TitleMotorshow
Agency
Campaign Fabia Launch - Skoda
Advertiser Volkswagen
Brand Skoda
PostedOctober 2000
Product Fabia UK Launch
Business Sector Cars
Tagline It's A Skoda, Honest.
Story Workers are lowering the latest Skoda model onto a display stand at an auto show. A manager rushes over to tell them "that car does not go on that stand." The car is too stylish to be a Skoda. In fact, it is the new Skoda.
Philosophy The repositioning that accompanied the launch of the Fabia in March 2000 challenged that prejudice head-on and reduced marque rejection from 60% to 42%. UK sales have since grown by 64% dramatically outstripping other markets, with the same model mix; £15 million of marketing spend is estimated to have returned £37 million of profits.
Problem ‘Skoda jokes’ were so entrenched in British culture that, despite the brand’s acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears.
Media Type Television
Length
Market United Kingdom
Creative Director
Art Director
Creative Director
Copywriter
Agency Producer
Director
Production Company Harry Nash
Photographer
Director
Advertising Manager
Managing Director

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