SKODA " THE USELESS HESITATION"
|Title||SKODA " THE USELESS HESITATION"|
||A01. Consumer Goods|
ISOSKELE Montrouge, FRANCE
ISOSKELE Montrouge, FRANCE
|Olivier Bouas Laurent
Why is this work relevant for Brand Experience & Activation?
The useless hesitation » is a brand new campaign, combining data and creation, which allowed ŠKODA to materialise its concept « hesitating is not optional » upon its main target : the SUV intentionists, with a creative declinaison.
By receiving a mail asking them to make a choice, the recipients were able to experience, from their living room, the same hesitation as Etienne, the hero of the ŠKODA advertising film, in order to get to an immutable conclusion : to be a winner, it is better not to hesitate too long.
While ŠKODA shows a good progress in France, the manufacturer still suffers, wrongly, from a brand image not always in line with the excellent quality of its vehicles. Over the past few years, the brand decided to have its fun with this misperception.
After the success of « Ugly in the 1990’s », ŠKODA continued to break the codes of car advertising with its last campaign « Hesitation is no longer an option » , featuring Etienne, a future buyer in doubt, despite the design and the undeniable qualities of the new Kodiaq RS SUV that he wants.
Purpose : Nurture ŠKODA's brand image by creating a personalised and innovative experience & introduce the manufacturer's SUV range to targeted intentionalists.
How can we go further in this approach and reinforce the brand's presence and proximity to SUV intentionalists, its core target?
Describe the creative idea (20% of vote)
We proposed to Skoda a system based on precise data. The operation targeted 30,000 SUV intentionalists identified thanks to their online browsing behavior, data which was then matched with their personal postal address, enabling the brand to address them individually.
To illustrate the difficulty of choice, we deployed an addressed mail campaign, a channel allowing the recipient to take their destiny into their own hands by opening one or another of the envelopes sent to them. More than a target, the intentionalist thus became a full-fledged actor in the campaign, an actor whose actions and choices lead to more or less happy results!
Always from a data-driven perspective, the operation enabled the brand to collect data from intentional participants in the online competition via the QR code found in the first envelope. A fine-grained data collection based on a local approach, with the QR codes redirecting to the closest concession
Describe the strategy (20% of vote)
Target : SUV intentionalists, including the ŠKODA ones, identified through their web browsing patterns
Data-driven perspective : the operation enabled the brand to collect data from intentional participants in the online competition via the QR code found in the first envelope.
A fine-grained data collection based on a local approach, with the QR codes redirecting to the closest concession to the target.
Describe the execution (30% of vote)
We sent a targeted mail campaign to 30 000 SUVs intentionalists. They received two differents letters, forcing them to hesitate and actually become actor of their destiny, by taking a decision to open either one or the other envelope.
This operation lasted a week, all across France territory.
List the results (30% of vote)
- 30 000 targeted recipients
- 70 % of readers asked about ŠKODA SUVs as a result of the campaign
- 64 % participated in the competition