Skoda Case study SKODA GA EL SUV by Cayenne, Eccetera Produzioni Audio

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Industry Cars
Media Case study
Market Italy
Agency Cayenne
Agency Eccetera Produzioni Audio
Director Gaetano Morbioli
Executive Creative Director Giandomenico Puglisi - Stefano Tumiatti
Released March 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: SKODA YETI
Date of First Appearance: Mar 7 2010
Entry URL:
Executive Creative Director: Giandomenico Puglisi (Cayenne)
Executive Creative Director: Stefano Tumiatti (Cayenne)
Art: Matteo Airoldi (Cayenne)
Copy: Federico Bonriposi (Cayenne)
Digital creative director: Paola Naldi (Cayenne)
Production Company TV: (Run Multimedia)
Director: Gaetano Morbioli
Soud Design: Ferdinando Arnò (Quiet, Please!)
Production Company radio: (Eccetera)
Media placement: TV Campaign - Mediaset - 7/03/2010
Media placement: Radio Campaign - R101 - 08/03/2010
Media placement: Press Campaign - Carnet Verona - 01/04/2010
Media placement: Web Campaign - You Tube, FB - 15/03/2010

Describe the campaign/entry
Launch of the compact SUV Yeti.
In Italy most of SUV owners are perceived as bullies, with an aggressive way of life based on the fact they have a big car. The compact SUV is the solution.

The creative concept mocks big SUV owners by using their language and their excuses through a hip hop song in milanese dialect sung by the fictional DJ ICE.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was developed in an integrated way: radio in 3 different Italian dialects (milanese, roman, neapolitan), TV spot, press and web.
The web has involved several instruments:
- a viral videoclip on youtube with a long video in Milanese dialect sang by DJ Ice, with no reference to the brand Skoda. A website dedicated to DJ ICE, the opening of DJ ICE's official profile on the main social networks (FB, Youtube, Twitter)
- the link between DJ Ice and Skoda is revealed trough the Yeti rap community, where people could upload and share their personal version of Ga El Suv with friends.

A news seeding activity was implemented on social networks to create buzz around the videoclip on the web.

A press office amplified the success of Ga El Suv in the media.

Give some idea of how successful this campaign/entry was with both client and consumer
- Videoclip on Youtube has more than 2.000.000 views.
- DJ Ice FB profile has about 700 friends.
- Some spontaneous DJ Ice Fan page on FB with more than 20.000 fans
-About 50 press clipping based on “rap yeti” with 2 service news on Italian national TV.
-“Ga el Suv” has become a real brand.