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SKODA

DRIVEN BY SOMETHING DIFFERENT.

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SKODA

DRIVEN BY SOMETHING DIFFERENT.

THE 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.

OUR RESPONSE.

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.

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.