| Title | VRS UP |
| Brand | SKODA UK |
| Product/Service | SKODA UK |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
|
Entrant Company
|
AIS London, UNITED KINGDOM
|
|
Advertising Agency
|
AIS London, UNITED KINGDOM
|
|
Media Agency
|
MEDIACOM London, UNITED KINGDOM
|
Credits
| Geoff Gower |
Ais London |
Executive Creative Director |
| Kevin Bratley |
Ais London |
Creative Director |
| Ian Cochran |
Ais London |
Copywriter |
| Jay Packham |
Ais London |
Art Director |
| Sophie Bastow/Dormon |
Ais London |
Senior Community Manager |
| Joe Hoppard |
Ais London |
Senior Social Planner |
| Emma Huismans |
Ais London |
Group Account Director |
| Greg Machray |
Ais London |
Senior Project Manager |
Creative Execution
To get the fanatical ŠKODA community fired up we asked them to co-create a world in which everything was vRSed up. A team of graphic artists created “concept drawings” based on the community’s suggestions- turning them around in just two hours.
We further rewarded the community by creating 3D animations of the best concepts and these were turned around in a speedy three days.
The speed of return and personalised nature of the content was what made the campaign so sharable and is what prompted a huge response.
The campaign reached over two million Facebook users and we smashed our target of 25,000 views, achieving over 120,000 video plays thanks to continued engagement and sharing. Facebook engagement was 10 times the benchmark for UK automotive brands.
And during the campaign, ŠKODA sold an average of 440 additional cars per month from August to October compared to three months previously. Making the business an additional £100m in vehicle sales. Now we can’t take credit for all of those sales but we sure helped spread the good word of ŠKODA to fans both old and new.
Our strategy has always been to use the brand advocacy of fans and followers to promote ŠKODA. And the ŠKODA community love the ŠKODA brand with a passion. Our challenge was to find new, interesting ways to help bring out this passion and satisfy the audience's increasing demand for real-time responses.
Our objective was to maximise social engagement in a way that would amplify product truths to an audience that wouldn’t usually be exposed to our broadcast content, by bringing an understanding of Octavia vRS to a new social audience. With this audience in mind, we set ourselves a target of wanting to get 25,000 Facebook views of the 3D animations we created.