Skoda - 'It's a Skoda. Honest': the profitable return on brave communication

Laurence Green and Felicity Morgan

Repositioning 2000-2001 campaign for Skoda. Brief history: ridiculed because of Communist period perceptions, UK sales grew through the mid-1990s and high loyalty was achieved.
Agency: FallonAuthor: Laurence Green and Felicity Morgan

JOHN BARTLE AWARD FOR BEST NEW AGENCY BEST CHANGE OF DIRECTION & GOLD AWARD

It's A Skoda. Honest.

The Profitable Return on Brave Communication

SKODA. YES, SKODA

This paper relates the turnaround of a brand so maligned that until recently the very notion of an IPA submission on its behalf would have had a marketing audience bracing themselves for the inevitable punchline.

ABSTRACT

Despite the car industry's stranglehold on the nation's airwaves (863m was spent on automotive advertising in 2001, second only to retail expenditure), there...

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