The New Fabia Integrated Launch Campaign

Background

Skoda launched the new Skoda Fabia in May 2007. It’s the latest version of the car that has been so important in the shift in the brand’s perception. To its owners, the Fabia is the trusted and ever-reliable workhorse that never lets them down. The objective here was to create a campaign using online advertising, a microsite and direct mail that generated test drive and brochure requests, whilst ensuring complete integration with the overall campaign created by Fallon.

Idea

The new Fabia features lots of little improvements rather than one major one. Hence the theme of the launch activity ‘Cake’ (a cake being full of lovely stuff - just like the car). The online advertising included two executions that incorporated the cake-making Idea an interactive rolling pin and a cookie cutter. The microsite was based around a 3D car, set within the bakery environment of the commercial and rich with ‘edible’ ingredients. The mail piece was based on a car air freshener that was scented with the aroma of double cream chocolate fudge cake - the idea being that the car would smell as yummy as it is to drive.

Results

Not yet available.

Target Audience

Existing Fabia drivers, recent Fabia enquirers and owners of competitive models

Size

71,000 mailings

Our Thoughts

For many direct marketing agencies, adapting the above-the-line execution can be painful. The TV commercial launching the new Fabia is a sensational piece of advertising, showing a car being made out of cake and icing. Rather than get bogged down in imagery of chefs and baking, AIS have taken the core strategy of ‘nice stuff’ and made it work rather sweetly.