Skoda Promo, Case study MORE SPACE by Acw Grey Tel-Aviv

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MORE SPACE

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Industry Cars
Media Promo & PR, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Art Director Nimrod Miman
Copywriter Nir Granot
Account Supervisor Maayan Ben-Shoham
Released December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: SKODA
Product/Service: ROMSTER
Agency: ACW GREY
Date of First Appearance: Dec 21 2010
Entrant Company: ACW GREY, Tel Aviv, ISRAEL
Chief Creative Officer: Yonatan Stirin (ACW Grey)
Creative Manager: Tal Riven (ACW Grey)
Art Director: Nimrod Miman (ACW Grey)
Copywriter: Nir Granot (ACW Grey)
Account Manger: Elad Hermel (ACW Grey)
Account Supervisor: Maayan Ben Shoham (ACW Grey)
Media placement: Ad - Automobile Magazine - 21.12.10

Insights, Strategy & the Idea
Our main objective: to increase sales and promote the SKODA ROMSTER as a family car.
Our audience: young families searching for a new car.
The insight: what a family needs and cares for the most in a car is space – room for the toys, the strollers, the diaper bags, the shopping bags, the bikes and enough room for their family to sit comfortably and enjoy the ride. Therefore, we decided to highlight one of SKODA ROMSTER's leading advantages in relevance to our target audience: its ample inner space.

Creative Execution
We chose to illustrate the ROMSTER's advantage on the national newspapers’' classifieds, in the vehicle section under the Skoda models. The printed classified are known for their small and narrow font, used to squeeze in as much text as possible into minimal space.
We knew that our audience is already there, searching for a car to buy, and the classifieds were the perfect medium to convey the spacious advantage of the vehicle. We create a white space within the messy and dense classifieds, and simply wrote our message in its centre, leaving a large white background: SKODA ROMSTER 2011, TSI with plenty of room. Plenty...". The message was more than clear.

Results and Effectiveness
Utilizing a relevant medium to communicate a simple and clear message to our audience proved itself. The campaign ran in three leading national papers' classified for one week. During the following month, number of interested buyers increased by 20%, and the number of ROMSTER deliveries increased by 8%. The profile of the average buyer: young families with 2-4 children - our target audience.