ADWATCH: Skoda laughs off old image in ads for its stylish Fabia - Skoda’s new ads show off a car anyone would be proud to own - then reveals the marque

The new ads for Skoda have reached number 14 in Adwatch, with 49% recall - and that’s no laughing matter. The pounds 4m campaign from Fallon McElligott, which takes in press, poster and TV ads, supports the launch of its Fabia model, and addresses consumer misconceptions about the much-maligned brand.

The new ads for Skoda have reached number 14 in Adwatch, with 49%

recall - and that’s no laughing matter. The pounds 4m campaign from

Fallon McElligott, which takes in press, poster and TV ads, supports the

launch of its Fabia model, and addresses consumer misconceptions about

the much-maligned brand.



In the first of three TV ads, a visitor is shown around a large,

state-of-the-art car factory. His attention is drawn to the 240 robots,

the ten-year anti-corrosion warrantee, and the engine that meets

European emission standards. Suitably impressed by the finished model,

the visitor says: ’I hear you make those funny little Skoda cars here as

well’.



In the second ad, an organiser at a motor show reproaches workers for

putting the illustrious Fabia on the Skoda stand, not believing it could

be a Skoda. The final ad shows a car park attendant apologising to a man

because vandals have stuck a Skoda badge on the front of his lovely

car.



The ads carry the strapline, ’It’s a Skoda. Honest’.



Chris Hirst, account director at Fallon McElligott, says: ’Our objective

was to remove the stigma attached to the Skoda brand. People know the

cars aren’t rubbish, so we just have to build more positive brand

values, such as honesty, directness, and quality.’



Hirst says the campaign’s humorous approach helps make the brand more

likeable. ’If we had ignored consumer perceptions, and done normal car

ads, people wouldn’t have swallowed it. This way, people are laughing

with us, rather than at us.’



The Fabia’s core market is women aged between 25 and 40, but Hirst says

Skoda is targeting the majority of the UK population in trying to sway

their opinions.



Hirst refutes suggestions that this campaign will alienate the

traditional, older Skoda buyer, saying: ’Skoda customers are extremely

loyal and recognise good value. This is not an alienating campaign, and

doesn’t focus on any particular lifestyle.’



UK sales of all Skoda models are up 30% on the year to date compared

with the same period last year.



To see one of the ads visit www.marketing.haynet.com.