Skoda Spain: 70 Guardians of Winter
Campaign details
Agency: Proximity BarcelonaClient: Skoda SpainCategory: Automotive
Executive summary
Skoda had never been one of the most popular car marques in Spain, and following the economic crisis, sales had fallen drastically. The brand needed a campaign to improve its favourability and turn sales around. It decided that instead of sponsoring a sports team it would sponsor one of the small Spanish towns that was in danger of being deserted because of its dwindling population. By offering to donate a car and fund someone to take the role of...