Skoda: Spin the Citigo

When automaker Skoda launched its new Citigo car in the UK, it wanted to ensure that the brand's above-the-line (ATL) positioning as a tool to help people meet up resonated with a new target audience of women aged 25 to 44.

Skoda: Spin the Citigo

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The team

Richard Coggin, Neil Kleiner, Emma Huismans, Jon Biggs, Rishi Dastidar, Greg Machray, Mark Johnson.

How did the campaign make a difference?

The new Skoda Citigo needed to appeal to a new audience. An innovative use of Open Graph inspired Facebook friends to meet and share new experiences, generating over 79,000 app users and 2,570 competition entries.

What details of the strategy make this a winning entry?

Skoda wanted to launch the new Citigo with the above the line (ATL) positioning, while ensuring its target audience of women aged 25 to 44...

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