Spin the Citigo

Background

ŠKODA asked ais London to launch its new urban runaround, the Citigo, in social media, making sure its target audience of 25-44 year old female drivers were made aware of the model and started considering it.

Facebook was chosen as the best social media platform because the target audience could be easily reached, because it would allow a mechanic that would get people talking about the car, and conversations there could be shared with their friends. Plus it would drive more traffic to the ŠKODA UK page.

Based on the Citigo’s positioning as a tool to help people meet up, a Facebook app was created for fans of the ŠKODA UK page to win real world experiences and prizes for themselves and one of their top Facebook friends, picked at random through the competition mechanic.

The app also included a product showcase that highlighted the key features of the Citigo.

Idea

The Citigo is the perfect car to meet up with friends and family because of its suitability for city or countryside.

So people were invited to take the car for a spin – literally – for the chance to win a meet-up at some great destinations with one of their top Facebook friends.

The innovative mechanic used an entrant’s Facebook data to pull in their friends into the app. People were then asked to whittle down this list to a short list of their 10 top friends. They then spun the Citigo and waited in anticipation to see which friend they would be meeting if they won. After that, they spun one more time to see which destination they would be going to.

Prizes ranged from visits to theme parks to spa days and one lucky fan won a weekend away with a Citigo to use for 48 hours.

Results

Spin the Citigo attracted 79,007 unique visitors, and a total of 2,570 entries.

1,800 people interacted with the Citigo showcase that demonstrated the key selling points of the model, with each person on average interacting for at least five clicks, demonstrating a lot of interest in the car.

The app generated much positive sentiment, which was measured at 95.04%, well above the aim of 55%, proving the appeal of the game to its target audience.

The campaign also reached beyond the boundaries of ŠKODA UK’s Facebook community. 3,075 Spin the Citigo stories were published throughout Facebook, which in turn generated a 22.7% response rate from all friends of entrants.

The app also meant more people liked the ŠKODA UK page overall. There were 10,522 likes during the period of the campaign, increasing the average daily likes of the page from 260 to 376.

Our Thoughts

What I’ve always liked about ais is that it has never been seduced by technology. Though one of the niftiest digital agencies in the UK, the people there still make sure there’s a good old-fashioned advertising idea at the heart of everything they do.

Here, the app is utterly at the service of the idea rather than the other way round. You can, literally, take the car for a spin on Facebook. But I like the way the idea reaches out into the real world too, promising to reunite winners with friends they may not have seen for an aeon for a trip somewhere jolly together.

In tone and style and, of course, in choice of Facebook, it’s right on the money for its target audience. Neat work.