Škoda: Change my car

This case study describes a campaign by Skoda, the automobile brand, which sought to increase sales in a difficult Spanish market with a rational message emphasising durability.

Škoda: Change my car

CP Proximity

Entry Information

Country where program ran: SPAINProgram start date: 04/27/12Program end date: 10/12/12Advertiser/Client Name: Volkswagen-Audi España S.A.Product/Service Description: Škoda is an automobile brand that has been a part of the Volkswagen Group since 1991. Originally from the Czech Republic, it positions itself around its good price/quality relationship.Category: Automotive (AU)

Strategy

Business problem

Spain has been mired in a deep economic crisis since 2008 and the automotive industry has felt the full force of the repercussions. In 2007, 1.6 million cars were sold in...

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