The Brief.
Increase familiarity and consideration of Karoq.
Generate earned media in automotive and non-automotive PRIME outlets.
Continue to develop ŠKODA brand presence in cycling.
The Response.
Commissioned survey of 1,500 cyclists to find out what would create the ultimate cyclists’ car. Then built a one-off concept car catering for cyclists’ biggest desires.
Gadgets included: Follow Me Drone, washer dryer system, and in-car power washer.
Film, photographs and press release produced to launch the concept.
Two cycling influencers appeared in the film, produced their own content from the day and shared on their own channels & Media loaned the car for a weekend for bespoke feature opportunities.
The Results.
Exceeded all campaign KPIs including:
46 pieces of coverage (six national online)
65% of coverage was non-automotive
Helped ŠKODA achieve their best monthly position against competitors in 2019 for emotive KPI key messages around design and connectivity.
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