Home >> Out-of-home >> Article

Kinetic’s Portland and Saints & Warrior create the ‘Wow’ factor for Skoda Auto

27-December-2010
Font Size   16
Kinetic’s Portland and Saints & Warrior create the ‘Wow’ factor for Skoda Auto

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.

 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey