Title | KODIAQ NAME ANNOUNCEMENT |
Brand | ŠKODA AUTO A.S. |
Product/Service | ŠKODA KODIAQ |
Category |
A02. Creative Innovation |
Entrant
|
FALLON PRAHA Prague, CZECH REPUBLIC
|
Idea Creation
|
FALLON PRAHA Prague, CZECH REPUBLIC
|
Credits
Colin Lamberton |
Fallon Prague |
Executive Creative Director |
Michael Pfeiffer Belli |
Fallon Prague |
Creative Director |
Anthony Underhill |
Fallon Prague |
Creative Director |
Andreas von Loeper |
Fallon Prague |
Managing Director |
Jeremie Bertolino |
Fallon Prague |
Client Service Director |
Matěj Šámal |
Armada Films |
Director |
Armada Films |
Armada Films |
Production Company |
Stefan Büscher |
Škoda Auto a.s. |
Head of Marketing and Product |
Thanh Vu Tran |
Škoda Auto a.s. |
Head of Communication Content |
Dominika Bašková |
Fallon Prague |
Account Manager |
Libor Šedivák |
ŠKODA Auto a.s. |
Global Communication Content and Strategy |
Eva Hurtová |
ŠKODA Auto a.s. |
Global Communication Content and Strategy |
Barbora Matoušková |
Fallon Prague |
Global Communication Content and Strategy |
Juraj Rothenbuhler |
ŠKODA Auto a.s. |
Coordinator, production of advertising campaigns |
David Havel |
Fallon Prague |
Producer |
The Campaign
How to promote the name of a car that is effectively spelt incorrectly? Well, a little research offered a solution…
The native Alutiiq tribe (who have been living on Kodiak island for over 7,000 years) traditionally use the suffix ‘q’ when naming all things – especially animals. For example they call the bear “Taq uka ‘aq”.
So to publicize the name and honor the native Alutiiq, we approached the mayor of Kodiak city with the idea of changing her city’s name for a day to mark the official name announcement. Happily, she agreed.
So, on 6 May, 2016 Kodiak became ‘Kodiaq’ for a day.
Creative Execution
In preparation for the city’s ‘Name Day’, official signs at key locations across the city were changed, including the port facilities and on the highway at the city limits. The Kodiak daily newspaper changed its name for a day and several services and retailers joined the initiative.
A film crew documented the preparations, following the city’s mayor as she went around town asking locals to help make the change – with some humorous encounters.
The ‘Name Day’ film was aired on ŠKODA’s social media channels, while an accompanying PR drive seeded the story with news and automotive channels.
The Kodiaq, and the story behind the added ‘Q’, felt like a seamless fit into the campaign architecture.
In terms of the film’s impact online, in the first month alone (6.5.16 to 9.6.16), the film amassed 4.101.478 views via Facebook, YouTube and ŠKODA portals.
But numbers alone aren’t necessarily the best barometer of a film’s effectiveness. Shares, likes and comments offer a good indication of the public’s reaction.
As you can see, the idea reached beyond the hard-core automotive enthusiasts and brand advocates, striking a chord with potential customers across Europe – and beyond.
The ŠKODA Kodiaq was revealed to the world for the very first time in Berlin on September 1, 2016. It was noted in the trade press as one of the year’s most anticipated automotive unveilings.
The Name Day film was played as part of the unveiling ceremony, and due to its success (proving to be especially popular internally in helping
We believe that Innovation refers does not just refer to technology or new media, but rather new methods or ideas for solving problems.