SMART TEST-DRIVE

TitleSMART TEST-DRIVE
BrandŠKODA
Category A03. Durable Consumer Goods including Automotive
Product/ServiceŠKODA
Entrant PHD Moscow, RUSSIA
Idea Creation PHD Moscow, RUSSIA
Media Placement PHD Moscow, RUSSIA
Credits
Name Company Position
Leisan Abdulina ŠKODA AUTO Russia Marketing Director ŠKODA
Maria Balandina ŠKODA AUTO Russia ATL Team Lead
Alla Trynkina ŠKODA AUTO Russia ATL Manager
Margarita Burnazyan PHD Account Lead
Babanova Babanova PHD Media Director
Maksim Kolyshev PHD Copyrighter
Vladislav Popov PHD Junior Special Projects Manager

Why is this work relevant for Media?

For the first time ŠKODA used HBB TV to find a point where the positive emotions associated with hockey and the current technological possibilities converge so consumers can sign up for a test drive in 60 seconds, without being distracted from their favourite game!

Background

Background: In recent years, the Russian car market has shown negative sales dynamics (-2.2% YOY as of May 2019, AEB). The SUV category and competitors clutter are increasing in terms of investment in media support, boosting tactical campaigns (+33% of media spending, 2018 vs. 2017, MediaScope). Being a sponsor for decades, ŠKODA historically commands the territory of hockey, and successfully builds its positioning on the Family brand. Brief: Transform the image territory of hockey into a lead-generating one. Objectives: • Achieve test drive requests with conversion at the level of Paid search (0,5%). • Drive the cost of lead lower than the average annual value in Digital – traditional media channel for lead generation (3,964 rubles).

Describe the creative idea / insights (30% of vote)

• ŠKODA has been the general sponsor of the World Hockey Cup for 28 years, with image support on national TV during the broadcast of the tournament every year. • The interest in hockey in Russia is one of the highest in the world: National team games attract 80% of the adult population. The game captures the interest of both men (55%) and women (45%). Source: Nielsen, Fans' Survey of the Ice Hockey Federation of Russia, 2018 . • We sought to catch the audience at the peak of positive emotions. At such moments it is easier for consumers to make decisions; they're more willing to get involved in the interaction.

Describe the strategy (20% of vote)

Target Audience: Active people aged 20 to 50 with middle and high incomes. They are open to new emotions and experiences, interested in innovations. For them, the family comes first. The car they are looking for must suit the wishes of all its occupants. The journey to purchase a car for them is difficult and long, taking an average of 2.8 months (Gearshift, IPSOS + Google, Russia, H1 2019). Media Planning and Approach: TV is a traditional instrument of "mass defeat", and has always been a channel for building knowledge, and has never been utilised as a conversion tool. ŠKODA was the first of the car brands to use the new HBB TV technology to make TV a conversion channel.

Describe the execution (20% of vote)

ŠKODA integrated HBB TV technology into broadcasting World Cup matches with the Russian national team on Match TV channel. Convinced the Russian national team would win, we wanted to use the emotional rise of the audience as an additional incentive to apply for a test drive during May 2019 (from 12th till 18th). • The technology allowed the brand to offer the audience the chance to apply for a test drive instantly by filling in a short field with a phone number without interrupting the broadcast or changing the device. • In order not to distract fans from important game moments, the time of banner-informer appearance on the screen was chosen manually by the operator.

List the results (30% of vote)

Conversion in test-drive requests exceeded twelve times the planned KPI based on the brand’s benchmark average (6% vs. 0,5%). • Number of verified test-drive requests was three times higher than we expected (663 vs 215 monthly average on website). • CPL of the placement was six times lower (6,8EURO (631.6 RUB) vs.42,75 EURO (3,964 RUB) average annual СPL in Digital). • 11% of users confirmed test drive request after leaving the request form (71 units). • 38% converted into a visit to the test drive (27 pcs). • 7% conversion in car purchases after test drive (2 purchases). And the consumer's journey to purchase has been reduced from 3 months to 3 weeks!