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SKODA

Driven by something different

SKODA

Driven by something different

Challenge

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

 

Challenge

SKODA wanted to build on their TV-led ‘Driven By Something Different‘ brand positioning with native content – targeting in-market buyers with aspirational, lifestyle based 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. We told the story through a series of short day-in-the-life films.

The videos were shot with very high production values: focusing on the people and their passions, rather than the car, while highlighting car features in a subtle way by how they were used.

 

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. We told the story through a series of short day-in-the-life films.

The videos were shot with very high production values: focusing on the people and their passions, rather than the car, while highlighting car features in a subtle way by how they were used.

 

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.

Success

Every engagement KPI was beaten – be that views or % viewed. We beat the video view target by 37% and % viewed was over 60% – a fantastic figure for long form content.

Click-through rates were 4x the average for normal display campaigns..

Success

Every engagement KPI was beaten – be that views or % viewed. We beat the video view target by 37% and % viewed was over 60% – a fantastic figure for long form content.

Click-through rates were 4x the average for normal display campaigns..

Output

3x long-form videos
3x 30-second cut-downs
3x promoted stories
6x rich-media ads
6x standard display ads
6x social posts (Facebook & Twitter)
6x newsletter posts
1x Facebook Canvas

Output

3x long-form videos
3x 30-second cut-downs
3x promoted stories
6x rich-media ads
6x standard display ads
6x social posts (Facebook & Twitter)
6x newsletter posts
1x Facebook Canvas

Related work

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

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