Skoda Promo YETI EXPEDITION 2009 by VOK DAMS Gesellschaft Fur Kommunikation Mbh

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Industry Cars
Media Promo & PR
Market Germany
Agency VOK DAMS Gesellschaft Fur Kommunikation Mbh
Released June 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: SKODA AUTO
Product/Service: YETI
Agency: VOK DAMS Gesellschaft Fur Kommunikation Mbh
Date of First Appearance: Jun 22 2009 12:00AM
Entrant Company: VOK DAMS Gesellschaft Fur Kommunikation Mbh, Wuppertal, GERMANY
Technique: (Aventem)
Stnad Construction: (E.w. Enture)
Media placement: Event - Austria - 22. Juni 2009

Describe the objective of the promotion.
In 2009 the brand entered the SUV market with their first compact SUV. The Škoda Yeti is the on and off-road vehicle for the adventurous city dweller. As this is the first SUV of the brand, the major objective of the product launch was to introduce the guests and Škoda to the new model and to commit them to brand and product via a powerful event concept that centerred on the car’s friendly nature and everyday usability. Another objective was to create the maximum off road driving experience.

Describe how the promotion developed from concept to implementation
The notorious snowman, who gave the car its name, was the inspiration. The stories about people’s sightings, his footprints and lifestyle formed the central thread of the different event elements – from invitation to goodbye at the end of the two days. At first only Yeti’s footprints were visible, but step by step, the shy but friendly being showed himself. The “Yeti Expedition 2009” concept corresponded to Škoda’s slogan “Simply clever”: The venue as “base camp”, “normal guest” as an expedition member, Yeti’s ice cave and the test drive as a real expedition.

Describe the success of the promotion with both client and consumer including some quantifiable results
The success of the event was measured directly on site by distributing questionnaires. Thus, detailed impressions – both positive and negative feedback – could be generated and appropriate changes made while the event was being held. The maximum value an event can achieve is 5 on a standard scale. At the end, the concept and implementation achieved 4.8 of 5 points – the guests were fascinated and the story of the expedition to Yeti was the right approach to the presentation of the new vehicle.

Explain why the method of promotion was most relevant to the product or service
An unexpected car launch: Yeti: A funny and coherent story. Hardly any event story was told so concisely. A wicked Alpine location: There has never been an event of this complexity in the mountains of Austria. The meeting took place in a custom-made expedition tent and for the evening guests had to use a cable car to a mountain cabin. A surprising launch: First giant footprints appeared on the slope, then the invisible snowman showed himself as the real Yeti-SUV to the audience. An adventeurous test drive: Up to the very limits through the Austrian mountains!