Skoda Promo SKODA YETI EXPEDITION by Mediacom Mumbai

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Industry Cars
Media Promo & PR
Market India
Agency Mediacom Mumbai
Released December 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: AUTOMOBILE
Date of First Appearance: Dec 4 2010
Entrant Company: MEDIACOM/DIALECT, Mumbai, INDIA
Entry URL:
General Manager: Ashwini Kamat (Mediacom)
Group Head - Planning: Kokil Airen (Mediacom)
Business Manager: Jigar Desai (Mediacom)
Business Director: Soumik Sarkar (GroupM – Dialect)
Group Head - Operations: Sunil Suvarana (GroupM – Dialect)
Asst Manager - Business: Apeksha Somaiya (GroupM – Dialect)
Asst Manager - Operations: Hanif Sheikh (GroupM – Dialect)
Media placement: TV Campaign - 350 Spots - National Geographic Channel - 11 Jan 2011
Media placement: Radio Spots - 1336 - Radio Mirchi - 5 Dec 2010
Media placement: Radio Promo - 833 - Radio Mirchi - 6 Dec 2010
Media placement: Radio Audio Diary - 721 - Radio Mirchi - 15 Dec 2010
Media placement: Dailies Insertions - 104 - Hindustan Times, Economic Times, Times Of India, Sakal, Mirror, Deccan Chronicle - 6 Dec 2010
Media placement: Magazine Insertions - 46 - India Today, Outlook, Auto Car, Zig Wheels, Brunch, Cosmopolitan - Dec

Describe the objective of the promotion.
The task was to launch Skoda’s new SUV – Yeti in the cluttered market segment dominated in India. Drop 30 seconds ads and conventional media to create a larger than life marketing engagement program bringing profiled SUV audience close the Yeti. Use the available restrained budget allocation to create buzz around Yeti and relate closely to the core target audience which aids in driving footfalls to dealerships and assist overall sales. Additionally invalidate the pre conceived notion around the Yeti being a smaller SUV by given the consumers a firsthand experience of vehicle which is an “intelligent SUV”.

Describe how the promotion developed from concept to implementation.
Connecting with the city profiled audience who are successful in life, looking for that opportunity to break the shackles of routine work life. They are interested in wild life, adventure and living their life without boundaries.
We gave this audience an opportunity to relocate from the concrete life to the real jungle to experience adventure, nature and wild life by taking a driving seat with the Yeti through an experiential marketing program known as the Skoda Yeti Right of Way expedition. They travelled, test drove, explored, recorded, captured and discovered wildlife through their inner self.

Explain why the method of promotion was most relevant to the product or service.
A wild life photographer, a celebrity and 16 real life city commuters travelled to some of the finest wild life sanctuaries in India, giving firsthand experience to intended customers by placing the Yeti in the rugged outdoors and taking it out of the city roads, thus creating desirability for the product.
Yeti moved from forests of Gir to the rocky terrains of Siana to arid lands of Desert National Park to dusty regions of Kanha and finally to mountain jungles at Jim Corbett. Each destination was customised to test-drive the Yeti with the right target audience in the right environment for an SUV.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Yeti was successfully launched, with this expedition selling 298 units in just 45 days.
Yeti outsold competition 3.5 times with 1/4 the budget.
Stark jump in segment market share from 0% to 1.6%.
30% increase in dealership enquiries for the SUV.
Radio amplified the expedition with 10,000 seconds of spots.
63,877 Facebook fans for the expedition.
TV viewership of 4.6 million perfectly psychoprofiled individuals.
Expedition was affiliated with the National Geographic Channel aiding brand imagery and credibility.
Skoda Yeti Right of Way calendar 2011-2012 gained huge popularity with 10,000 copies distributed.
Free press and magazine coverage worth 5 million.