The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Single Channel
Annual ID
OS23_SM100M
About the Work
In France, Škoda doesn’t benefit from top-of-mind consideration. Few people think of the brand when looking for a new vehicle, instead turning to other more prominent domestic brands.
Watched by 80% of buyers when seeking information on new models, test drive videos are key in the purchase funnel. Through the focused efforts of the campaign, Škoda was able to successfully get the Fabia to emerge among an engaged group of consumers and potential buyers turning to specialized influencers as essential prescribers.
To get the Škoda Fabia on the radar and make it emerge as a serious alternative, Škoda targeted test drive videos of key competing models and partnered with the automotive Youtubers to re-upload them with 3D billboards for the model inserted throughout the edits.
More than 70 unique posters promoting the Fabia were designed for the campaign, tied directly to key moments in the reviews and harmoniously integrated next to the competing models.
The campaign got widespread appeal on Škoda platforms totallng 9.1M overall impressions on social media, 1.9M video views across all campaign assets, 927K interactions on social media publications.
Most importantly, sales of the Škoda Fabia saw a 10% spike in sales in the month following the campaign.
2023 Awards
Total Points: 3
Merit
Credits
Agency
DDB / Paris
Client / Brand
Skoda / Roissy en France
Chief Creative Officer
Alexander Kalchev
Creative Director
Benjamin Dessagne
Stephane Santana
Social Media Manager
Édouard Frapier
Advertiser Supervisor
Antoine Weil
Céline Hahn
Marc Salaud
Marie-Charlotte Bosvieux
Agency Supervisor
Vincent Léorat
Coralie Bouillier
Paul Pieuchot
Community Manager
Maxime Yeh
Head of Social Media
Pierre Guengant
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