Skoda: Spin the Citigo
archilbald ingall stretton
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 considered it too. Facebook was chosen, to reach the target audience easily and create a mechanic that would get people talking and sharing that conversation with their friends. Plus it would drive more traffic to the Skoda UK page. Based on the Citigo's positioning as a tool to help people meet up, a key Facebook issue was raised: how many of your friends do you actually meet in real life? An app allowed Skoda UK fans to win real world experiences for themselves and a random Facebook friend. An upfront product showcase highlighted the key features of the Citigo too.