Skoda Yeti: Right of way expedition

Ramaswamy Ranganathan and Jigar Desai

Campaign details

Case Study Title: Skoda Yeti – Right Of Way Expedition
Case Study Author: Ramaswamy Ranganathan and Jigar Desai
Agency: MediaCom India
Brand: Skoda Yeti
Brand Owner: Skoda
Country: India
Media Budget: $1m-$3m
Channels used: Events and experiential, Internet – display, Internet – general, Internet – microsites, widgets,Internet – search, Magazines – business, trade, Magazines – consumer, Newspapers, Outdoor, out-of-home, Print – general, unspecified, Radio,Television

Executive summary

When Skoda wanted to launch its Yeti, a smaller sized SUV, to the Indian market, it needed to prove that size wasn't everything and that its car could outperform bigger SUVs, especially on rough "SUV" terrain.