|Agency: Fallon||Author: Laurence Green and Felicity Morgan|
BARTLE AWARD FOR BEST NEW
BEST CHANGE OF DIRECTION
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.
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 are remarkably few established effectiveness cases. The category's purchase cycle is typically made scapegoat: the fact that cars are bought infrequently and after much consideration means that car advertising expenditure is unlikely ever to pay back over the short-term. (1) In Skoda's case, however, we believe that we can already demonstrate a short-term return on advertising investment. (A return on investment achieved despite the brand's history and a category share of voice of less than 2%.)