ŠKODA Spain: The Stagecoach of the Desert Cowboys

ŠKODA, an automotive brand, increased brand awareness and sales of its Kodiaq SUV in Spain by turning its vehicle into a free transport service.

Agency: Proximity Barcelona

Objectives

The fundamental objective that we set for ourselves was to strengthen the Spanish public's affinity for the ŠKODA Brand with a campaign that improved its notoriety and brand awareness, consequently generating an increase in sales.

As an additional challenge, we had to propose a completely out-of-the-box communication and media strategy. Only in this way, we would create enough impact.

Strategy

Strategic decisions:

  1. A different launch campaign. We proposed a campaign in which, instead of simply selling the attributes of the new model, we would use the launch as branding campaign focusing on the human element...

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