SKODA PARK ASSIST by Cayenne for Skoda

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SKODA PARK ASSIST

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Industry Automotive products, services and accessories
Media Promo & PR
Market Italy
Agency Cayenne
Executive Creative Director Giandomenico Puglisi - Stefano Tumiatti
Copywriter Caterina Calabrò
Account Supervisor Giuseppe Francavilla
Released December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN GROUP ITALIA
Product/Service: PARKING SYSTEM
Agency: CAYENNE
Date of First Appearance: Dec 4 2010
Entrant Company: CAYENNE, Milan, ITALY
Executive Creative Director: Giandomenico Puglisi (Cayenne)
Executive Creative Director: Stefano Tumiatti (Cayenne)
Art: Livio Gerosa (Cayenne)
Copywriter: Caterina Calabrò (Cayenne)
Production: Marco Curti (Cayenne)
Account Supervisor: Giuseppe Francavilla (Cayenne)
Media placement: Promo Cards - Motor Show Bologna - 4 December 2011

Describe the objective of the promotion.
The client asked for a DM about the Skoda Park Assist system, to be distributed at the Bologna Motor Show, the main motor and automotive exhibition in Italy.

Describe how the promotion developed from concept to implementation.
A special model car that parks itself thank to a magnet has been created. Placing the model on the dedicated space, the car will move and park itself thanks to the magnet, following the suggestion “Skoda Yeti. Leave the wheel to the car and enjoy the park assist system”.

Explain why the method of promotion was most relevant to the product or service.
A spirited and cheerful creativity, made with a special support that presents immediate and effective benefits of this technology. The mechanism of this simple and clever DM is fully in line with Skoda philosophy: simply clever, as the pay off says.

Describe the success of the promotion with both client and consumer including some quantifiable results.
5,000 DMs have been handed out in a single day, arousing interest around the Skoda Park Assist. In the following days there were been an increase of 4% of customers that entered the Skoda Dealers to test the Park Assist, 15% of them in the only dealer of Bologna