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.