IT’S OUT THERE by ais London for Skoda

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Industry Cars
Media Promo & PR, Case study
Market United Kingdom
Agency ais London
Art Director Sarah Harris
Copywriter Gary Williams
Designer Lee Pethers
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SKODA AUTO UK
Product/Service: YETI
Agency: archibald ingall stretton...
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: archibald ingall stretton..., London, UNITED KINGDOM
Entry URL:
Art Director: Sarah Harris (archibald ingall stretton...)
Copywriter: Gary Williams (archibald ingall stretton...)
Head of Digital Design: Jon Biggs (archibald ingall stretton...)
Creative Technologist: Jay Booth (archibald ingall stretton...)
Designer: Lee Pethers (archibald ingall stretton...)
Group Account Director: Damian Bos (archibald ingall stretton...)
Account Manager: Emma Huismans (archibald ingall stretton...)
Creative Partner: Steve Stretton (archibald ingall stretton...)
: Jelly Illustrations (Jelly Illustrations)
Media placement: Superbanner - Top Gear, What Car, Autotrader. Autoexpress - 1 December 2009
Media placement: MPU - Top Gear, What Car, Autotrader. Autoexpress - 1 December 2009
Media placement: Landing Page - Web - 1 December 2009

Results and Effectiveness
The campaign was hugely successful, with 2,368 people signing up for test-drives in the Yeti after clicking through our ads and microsite. The fun and simplicity in allowing people to go on their own journey through these online spaces really helped to get them to the sign-up page. As this was all about getting people to register for test-drives, we certainly exceeded expectations. With 29,465 unique visitors to the Yeti microsite, the awareness created by the original banners and MPUs was fantastic. And resulted in an industry-beating click-through rate of 0.16%.

Creative Execution
Using beautiful, charming illustrations, we encouraged users to interact with banners and MPU spaces in the same way as they would with pop-up books. This was something that would appeal to parents – bringing back fond childhood memories – and, of course, to their kids too. Giving people the opportunity to discover the Yeti for themselves in this way aligned our work with ‘It’s out there’ – and meant we stayed true to Skoda’s UK positioning by putting a smile on the face of anyone engaging with the ads. We used highly visible banner and MPU spaces on sites like Top Gear to talk directly to people looking for a new car. These ads linked through to a landing page where again people could play with the car and open up bits of the page to discover more technical information about the Yeti.

Insights, Strategy & the Idea
Skoda was launching a brand new crossover vehicle, the Yeti. A pan-European above-the-line campaign had been created using the line, ‘It’s out there’. We were given the job of unifying this with the UK proposition, ‘Manufacturer of happy drivers’, and getting people to sign up for test-drives online. This meant creating some pretty hardworking online ads that would be full of charm. Our insight was that this new ‘4x4-come-hatchback-come-people-carrier’ would be perfect for young couples with growing families looking for a car that gave them more room and flexibility. Without making them the owners of a dirty great Chelsea tractor or estate model. And what’s the best way to appeal to young families? Give them something that will make both parents and their kids smile.