Skoda – Cardboard KAROQ

January 29, 2018
Performance Comms

We were tasked with building awareness and buzz for SKODA and the all-new Karoq.  We created an integrated campaign that would increase share of voice and therefore brand awareness by securing coverage in auto and non-auto media and generating higher share of voice.

Leveraging SKODA’s ‘Driven by Something Different’ credentials, we made the most child-friendly SUV… entirely out of cardboard. Why? As well as building a campaign that would appeal to our target family audience, SKODA commissioned research revealed that over 70% of children have built their own cardboard creations with nearly half of them preferring the craft to their shop bought toys.

To get potential customers into the sales funnel we produced mini simplified versions that were available at dealerships. We also seeded the giveaways to top tier media and parent influencers who then created UGC that was shared across social – building even further buzz.

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