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ŠKODA Driven By Something Different

Challenge

ŠKODA wanted to build on their TV-led ‘Driven By Something Different‘ brand positioning with native content – targeting in-market buyers with more emotional and aspirational lifestyle-focused stories, which also highlighted product features.

 

Challenge

ŠKODA wanted to build on their TV-led ‘Driven By Something Different‘ brand positioning with native content – targeting in-market buyers with more emotional and aspirational lifestyle-focused stories, which also highlighted product features.

 

Idea

Our take on ‘Driven By Something Different‘ was rooted in real people – but ordinary people who lead extraordinary lives. They have hidden depths, don’t follow the crowd and make the most of their free time.

Using a ‘day-in-the-life’ narrative – shot with incredibly high production values – our short films focused on the people and their passions as the core narrative, while highlighting the car and its features more subtly by how the vehicle enabled our subjects’ passions.

To date, we’ve told the tale of sport-loving Jack & Alice, gone stargazing with Ashlea, followed loud poet Kevin as he scours the streets of Edinburgh for inspiration, taken a new perspective with amateur drone pilot Beth, and followed music teacher Louisa behind-the-scenes with her band.

As a result, ŠKODA have now got a wealth of compelling cinema-quality stories for all the key models in their line-up.

 

Idea

Our take on ‘Driven By Something Different‘ was rooted in real people – but ordinary people who lead extraordinary lives. They have hidden depths, don’t follow the crowd and make the most of their free time.

Using a ‘day-in-the-life’ narrative – shot with incredibly high production values – our short films focused on the people and their passions as the core narrative, while highlighting the car and its features more subtly by how the vehicle enabled our subjects’ passions.

To date, we’ve told the tale of sport-loving Jack & Alice, gone stargazing with Ashlea, followed loud poet Kevin as he scours the streets of Edinburgh for inspiration, taken a new perspective with amateur drone pilot Beth, and followed music teacher Louisa behind-the-scenes with her band.

As a result, ŠKODA have now got a wealth of compelling cinema-quality stories for all the key models in their line-up.

 

2018 Skoda Fabia – what drives Beth

London-based design manager Beth Howells loves to escape to the country in the Skoda Fabia to enjoy her passion for drone photography. It’s all about finding a new environment and a fresh perspective on her surroundings. She needs a car that’s small and compact for the city, but spacious enough for her drone gear, as well as being fun to drive and refined for long trips hunting down the perfect location. It also needs to be packed with technology – keeping her safe on the open road, and helping her to share her shots with the wider world. That’s why the Skoda Fabia is the perfect car for driving Beth’s lofty sky-high aerial ambition.

2018 Skoda Karoq & Skoda Kodiaq – what drives Louisa

Meet Louisa. Whether she’s teaching, recording in the studio or performing with her band The Spitfire Sisters, she’s driven by a passion for music. She’s also got a growing family. That’s why Louisa needs cars that can stay in tune with her hectic fast-flowing schedule – and the Skoda Karoq and the seven-seat Skoda Kodiaq are pitch-perfect for Louisa’s needs.

2017 Skoda Octavia – what drives Alice and jack

Alice Clark and Jack Hill are one adventurous couple. Whenever they aren’t treating animals (she’s a vet) or designing buildings (he’s an architect), they’re active: running, paddleboarding, archery, you name it. They make the most of every second, and they need a car that can keep up. That’s why they drive the 2017 Skoda Octavia.

2017 Skoda Superb – what drives Nina

In the second of our ‘Driven By Something Different’ series, we join Nina, her husband and their three children in the Skoda Superb. Nina was inspired to start fundraising for charity through long-distance running after her 12-year-old daughter, Olivia, was diagnosed with a rare liver condition. She tells us all about her passion for sport the great outdoors, and her next challenge – a Half Ironman – which will take her to new extremes.

2017 Skoda FABIA – what drives Kevin

In the third of our ‘Driven By Something Different’ series, we join award-winning poet Kevin McLean in the Skoda Fabia Monte Carlo. Thanks to its compact city-friendly dimensions, rear parking sensors and a choice of efficient petrol and diesel engines, it’s perfect for getting around Edinburgh and Scotland – helping Kevin to travel from gig to gig, collaborate with his fellow poets and continue his hunt for new inspiration in comfort and in style.

2018 Skoda Karoq & Skoda Kodiaq – what drives Louisa

Meet Louisa. Whether she’s teaching, recording in the studio or performing with her band The Spitfire Sisters, she’s driven by a passion for music. She’s also got a growing family. That’s why Louisa needs cars that can stay in tune with her hectic fast-flowing schedule – and the Skoda Karoq and the seven-seat Skoda Kodiaq are pitch-perfect for Louisa’s needs.

2017 Skoda Octavia – what drives Alice and jack

Alice Clark and Jack Hill are one adventurous couple. Whenever they aren’t treating animals (she’s a vet) or designing buildings (he’s an architect), they’re active: running, paddleboarding, archery, you name it. They make the most of every second, and they need a car that can keep up. That’s why they drive the 2017 Skoda Octavia.

2017 Skoda Superb – what drives Nina

In the second of our ‘Driven By Something Different’ series, we join Nina, her husband and their three children in the Skoda Superb. Nina was inspired to start fundraising for charity through long-distance running after her 12-year-old daughter, Olivia, was diagnosed with a rare liver condition. She tells us all about her passion for sport, the great outdoors, and her next challenge – a Half Ironman – which will take her to new extremes.

2017 Skoda FABIA – what drives Kevin

In the third of our ‘Driven By Something Different’ series, we join award-winning poet Kevin McLean in the Skoda Fabia Monte Carlo. Thanks to its compact city-friendly dimensions, rear parking sensors and a choice of efficient petrol and diesel engines, it’s perfect for getting around Edinburgh and Scotland – helping Kevin to travel from gig to gig, collaborate with his fellow poets and continue his hunt for new inspiration in comfort and in style.

Results

Our ŠKODA ‘Driven By Something Different’ campaign has been a huge success. It’s now in its third consecutive year, with future content already in the production pipeline.

The content continues to top every measure of success: whether it’s video views averaging +37% on KPIs, or retention which typically ranks at over 60% – a fantastic figure for long-form content. Click-through rates were 4x average for normal display campaigns.

Equally, our ŠKODA DBSB stories have extended well beyond the confines of our Haymarket Automotive readership, with ŠKODA using the content extensively in its own channels.

Results

Our ŠKODA ‘Driven By Something Different’ campaign has been a huge success. It’s now in its third consecutive year, with future content already in the production pipeline.

The content continues to top every measure of success: whether it’s video views averaging +37% on KPIs, or retention which typically ranks at over 60% – a fantastic figure for long-form content. Click-through rates were 4x average for normal display campaigns.

Equally, our ŠKODA DBSB stories have extended well beyond the confines of our Haymarket Automotive readership, with ŠKODA using the content extensively in its own channels.

Output

6x long-form videos
6x short-form cutdowns
6x promoted stories
12x rich-media ads
12x standard display ads
12x social posts
12x newsletter posts
6x Facebook Canvas

Output

6x long-form videos
6x short-form cutdowns
6x promoted stories
12x rich-media ads
12x standard display ads
12x social posts
12x newsletter posts
6x Facebook Canvas

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We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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