Skoda Auto’s extensive outdoor campaign for the launch of two of its car brands – Fabia and Yeti – has been grabbing eyeballs. The objective is to create an impact and break through the clutter, reinforcing Skoda as a new category creator – first with Fabia and now with Yeti. The outdoor campaign has been executed by Kinetic’s outdoor agency Portland, while Saints & Warrior is the creative agency.
The outdoor campaign also talks about the repositioning of the new Skoda Fabia from a super hatch to an accomplished package.
Speaking on the importance of outdoor as a medium, Tarun Jha, DGM - Marketing, Škoda Auto India Pvt Ltd, explained, “Skoda Auto realises the importance of OOH media, and this has been amply displayed in the current year. All our major campaigns have had a very strong OOH component and this is because the grandeur and beauty of our cars is conveyed very powerfully through this medium. Cars are a statement of the owner’s lifestyle and have to look ‘wow’ for people to buy them. The OOH media certainly makes them look ‘wow’.”
Skoda Auto wanted to have a 360 degree approach to the corporate campaign as the company believed that the outdoors actually supplemented conventional advertising if the campaign theme remained the same across the media. Hence, an outdoor campaign was executed as part of the overall corporate campaign.
On the brief shared to Portland, Anu Gera, Business Director, Kinetic Portland, said, “Skoda has always patronised OOH media in all their campaigns till date. This time around, we wanted the communication to be different, hence, we recommended 3D creatives to accentuate the look and feel of the car. Larger than life billboards with the usage of 3D creatives rendered a spectacular and impactful presence for Skoda to break through the clutter and achieved the all-elusive top-of-mind recall, especially amongst the plethora of other automobile advertisers in OOH.”
The campaign will run for a period of two months and uses big format hoardings and glass facades at premium locations as well as airports. Also, this is the first time that Skoda has used creatives to differentiate itself. The 3D creatives were made by Encyclomedia to create a ‘wow’ factor around Laura and the new Fabia. The campaign is underway in 13 cities for Laura and Fabia, and in nine cities for Yeti.