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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.

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.

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.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative 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

CINEMATIC FILMS

Using Sony A7 and FS7 cameras gave SKODA’s films a quality look that stood out

RICH MEDIA DRIVERS

Engaging ads that give
a glimpse of SKODA’s film, with a measurable action.

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FACEBOOK CANVAS

A full-screen ad that lets SKODA’s content sit in its own stylised eco-system.

SOCIAL POSTs

Using Twitter and Instagram, we pushed SKODA’s content to an even larger audience.

SEE MORE PROJECTS

LET'S TALK

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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

Where to find us?
69 London Road
Twickenham
TW1 3SP

©Haymarket Media Group 2018. All rights reserved.