North America

USA - New York

New York
New York
275 Seventh Ave, Suite 706
New York, NY 10001
P: +1.646.722.3041

USA - Detroit/ Ann Arbor

Ann Arbor / Detroit
Ann Arbor/ Detroit
309 Maynard Street
Ann Arbor, MI 48104
+1 734 913 0348



Frankfurt / Mainz
Kaiserstrasse 22-24
55116 Mainz
+49 6131 2180 0

United Kingdom

58 St. Aldates
Oxford, OX1 1ST
+44 1865 324 911


Badenerstraße 549
8048 Zurich
+41 43 210 97 46

South America


Sao Paulo
Av. Roque Petroni Júnior, 1089
São Paulo, SP Brasil – 04707-900
+55 11 3033 5858

Asia Pacific


Rm.306, Bldg. 2
Lujiazui Software Park No. 100, Lane 91, E'shan Rd. Pudong Shanghai 200127, China
+86 21 6859 2099


Office no. 3, 14th floor German Center
Building No. 9B -DLF Cyber City
Phase-III Gurgaon - INDIA
+91 124 463 6045

ŠKODA and PRIME Research AMEC Award

PRIME & ŠKODA: AMEC 2017 Grand Prix Platinum Award for the Kodiaq Launch

ŠKODA goes off-road for success

ŠKODA is on a journey to evolve the brand’s image. Its cars have long been the underdog, but as the brand now wins awards and is seeing increased sales, it’s the ŠKODA drivers who are having the last laugh.

The SUV segment is the fastest growing in Europe. It accounts for 13% of the total UK car market and since 2010 has been growing by 20% year on year. ŠKODA, until recently, was not in this segment.

KODIAQ is the brand’s first major inroad into this booming category. “We are conquering a new segment for the brand – and new customer groups” – says ŠKODA CEO, Bernhard Maier. The target demographic is different, the message is different and the strategy must be different too if ŠKODA is to stand a chance of success.

Generating a wave of enthusiasm and engagement was the goal of the communications program but there were more tangible & measurable business objectives to achieve. The target for KODIAQ registrations of interest was set at 125% of ŠKODA’s previous most successful car launch.

Qualitative media analysis would play an integral part in developing, fine-tuning and assessing the communications program, especially as the PR activity took place in near isolation. Little other marketing activity was live during the core analysis period so PR would alone drive appetite for the model.

PRIME’s media analysis supported ŠKODA by providing:

  • Benchmarking and strategic insight prior to launch to identify the best media to achieve maximum impact
  • Support with KPI setting and to track success against selected competing models
  • Qualitative assessment of the campaign to allow for ongoing adjustments
  • And ultimately the proof that this campaign, led by the PR team, had supported the business objectives of generating registrations of interest, website traffic and finally sales.


Previously, ŠKODA relied heavily on AVE to prove success. KODIAQ is ŠKODA’s most important model launch to date and PRIME advised that discredited AVEs would not be sufficient. Success of the program was going to be driven by media performance, but the ultimate measure would be linking strategic coverage to business objectives of awareness, registrations of interest and ultimately sales.

Planning started in advance of the activities to give ŠKODA as much of an advantage as possible. Analysis was scheduled against each of the key phases with additional monthly strategy workshops.

Download the full report here.

Share on Facebook
Tweet about this on Twitter
Share on LinkedIn
Email this to someone

Share this to social

You may also be interested in

Case Study - Centers for Medicare and Medicaid Services

Overview One of the most vexing challenges facing marketing and communications executives today is planning, managing and quantifying return-on-investment or "ROI." In the case of Medicare Open Enrollment, however, the Centers for Medicare and Medicaid (CMS) research team, consisting of Medicare’s in-house staff augmented by and research provider PRIME Research, not only quantified the relative post-campaign returns on CMS's investments in earned and paid media, but successfully planned its campaigns around formative optimization-research undertaken before investing even the first dollar. Applying sound research fundamentals, the CMS team delivered high returns from a campaign that combined both paid and earned media by planning for ROI from the beginning; by setting objectives which were ...

Learn more

Case Study - Honda

Overview Honda has been the world’s largest motorcycle manufacturer since the 1950’s and is the world’s largest manufacturer of internal combustion engines. They are the world’s 8th largest automobile manufacturer and with the target of reaching 200,000 European car sales per year (up from 132,000 in 2014), improvement in the automobile sector is viewed by Honda as crucial to its success. Sales of Honda cars have halved since 2006 and 2015 was the year in which Honda were looking to shift that trend. Takahiro Hachigo became the new CEO and as his appointment coincided with the launch of 5 new models in Europe, the automotive sector had an increased internal profile. The launches were some of the most highly anticipated in Honda’s history and this was particularly relevant for the HR-V: ...

Learn more