Russia is Škoda country

Car company ŠKODA used social media, a website hub and PR to grow sales of its Yeti car model in Russia during a difficult economic time.

Campaign details

Advertiser: ŠKODA RussiaBrand: ŠKODA RussiAgency: Ketchum MaslovCountry: Russia

Situation

The Russian economy had collapsed. The falling ruble had driven car purchases into a ditch, where sales were parked at 50% of 2012 levels. People said goodbye to luxury goods and hello to plain old utilitarian products.

However, even sales for the ŠKODA, the utilitarian "people's car" of Russia, had stalled. Its Yeti model, a crossover SUV, was functional and affordable, but unexciting. While it got you to work or to the grocery store, it lacked charisma, or a reason to say,...

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