Skoda Promo, Case study CANNIBAL RACE by Grey Brussels

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Industry Cars
Media Promo & PR, Case study
Market Belgium
Agency Grey Brussels
Creative Director Koen Nuyts
Art Director Stijn Van Herk
Copywriter Fabian Keppens
Released July 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: SKODA
Product/Service: SKODA FABIA
Date of First Appearance: Jul 2 2010
Entry URL:
Creative Director: Koen Nuyts (GREY)
Art Director: Stijn van Herk (GREY)
Copywriter: Fabian Keppens (GREY)
Account: Bruno de Munter (GREY)
Media placement: E-Mailing - Dedicated E-Mail To Opt-In Db Of 800.000 Contacts - 01/07/2010
Media placement: Distribution Of 300.000 Edible Papers Via Press Shops + Skoda Dealerships - 3.000 Press Shops Where “Het Nieuwsblad” Was For Sale + National Network Of Skod - 02/07/2010
Media placement: Newspaper Ads - Het Nieuwsblad - 2, 3 & 5 July 2010
Media placement: Online Bannering - - 2 - 16 July 2010
Media placement: Field - On The Tour On July 3rd (Peloton Passing Eddy Merckx House) Creating Buzz With E - 03/07/2010
Media placement: Viral - YouTube, Twitter, Facebook, Netlog - 03/07/2010

Insights, Strategy & the Idea
Skoda is the Official Partner of the Tour de France, the third most watched sports event. In 2010, the Tour passed through Belgium to pay tribute to Eddy Merckx, the famous Belgian cycler with the nickname "the cannibal", who turned 65 that year.
We decided to use this unique moment to create an emotional bond with young cycling fans who are not yet Skoda lovers. How? By giving them the opportunity to become part of the event and compete with the stars they admire. We invited them to become a cannibal, just like the icon Eddy Merckx. Not by cycling, but by literally eating the peloton just as he did.

With this action we wanted to create sympathy for the brand among a young, sporty target group and push sales during the summer sales period by promoting “Cannibal Conditions” on the Skoda car range.

Creative Execution
We organized The “Race of the Cannibal” and invited everyone to become the Eddy Merckx of their generation. It was a contest to see who could eat a picture of the peloton the fastest in front of their webcam. By participating, you could become a modern Cannibal and win an original Eddy Merckx race bike.

We announced the contest with full page in-paper press ads and thanks to a partnership with a major Belgian newspaper, we distributed 300.000 edible papers via press shops.
At the same time we launched a website: On the site you could record and submit your attempt to beat the best time.
Via e-mail, online bannering and social networks (viral movies were posted on YouTube, Twitter, Facebook and Netlog) we enhanced the viral effect. A promo team spread the buzz during the passage of the Tour de France in Belgium.

Results and Effectiveness
The online campaign on the partner’s website (the major Belgian sports newspaper) was viewed by 1.4 million contacts and over 1 million contacts viewed the “cannibal conditions” bannering on site.
Hundreds of young people uploaded their movies and shared them with their friends.

We were able to reach a young target group that was not traditionally Skoda fans. Skoda sold hundreds of cars of the city model Fabia ("cannibal edition") that was promoted during the campaign. Skoda's overall market share grew considerably in the weeks after the campaign (2.89 % of new car registrations in August, 3.99% in September)