Fallon's TV ads target anti-Skoda prejudice

By JENNY WATTS, campaignlive.co.uk, Friday, 14 December 2001 12:00PM

Fallon has unveiled the next phase of its Skoda campaign following

on from its "It's a Skoda. Honest" work.



The national TV ads focus on the idea of actually owning a Skoda in

order to confront people's continued discomfort with the brand. It is

part of a continued integrated marketing strategy designed to transform

the brand's image in the UK from an underdog to a desired marque.



Introducing a new strapline, "It's a Skoda. Which, for some, is still a

problem", the campaign plays on the fact that despite acknowledging that

Skoda makes good cars, some consumers still remain uncomfortable at the

idea of actually owning one.



The campaign continues to use irreverence and humour to combat prejudice

in a bid to establish the Skoda brand among its rivals.



The TV spots, "coffee" for the Fabia and "layby" for the Octavia,

feature potential customers talking favourably about the cars to Skoda

dealers.



But instead of completing the sale, the customers bottle out at the last

minute and run away as fast as they can.



The print ads follow the same strategy. One features a night image of an

Octavia lit up in the window of a dealership, with copy reading: "Does

the thought of buying a Skoda make you rush out and buy something not as

good?"



Chris Hawken, Skoda UK's head of marketing, said: "2001 has been Skoda's

best ever year with 35,000 sales, and our integrated marketing approach

has been incredibly successful. But we also know that some prejudice

remains.



Not everyone is yet comfortable with the thought of actually owning a

Skoda. The new ads, together with our direct mail and PR campaigns, have

been designed to help us in this area."



The campaign was written and art directed by Richard Flintham and Andy

McLeod. It was directed by Rocky Morton through Partizan. Media planning

and buying is through MediaCom.



This article was first published on campaignlive.co.uk

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