As ŠKODA enjoys its strongest year on record, the car manufacturer is today launching a new multi-million pound national marketing campaign to support the UK launch of its all-new model, the Citigo. The six-week campaign, which was bought and planned by MediaCom UK, will see a series of 30-second TV commercials, produced by Leagas Delaney, Hamburg, positioning the ŠKODA Citigo as a ‘new communication tool’.
The campaign begins today (01 June) with four 30 second television ads that will air on each of the mainstream channels, promising significant exposure for the rapidly growing car manufacturer.
Each execution will focus on a specific product feature of the best-in-class city car, including its innovative City Safe self-activating brake assist (with 5-star NCAP safety credentials), portable infotainment device and the vehicle’s deceptive internal dimensions, which offer class-leading cabin space.
The national campaign will be supported by unprecedented spend for the Czech brand in feature print advertising across national, women’s weekly and motoring titles; complemented by a significant schedule of digital, outdoor and social media activities.
Daily prizes will be up for grabs through an innovative ‘Spin the Citigo’ competition, hosted on the ŠKODA UK Facebook page. Designed and built by Archibald Ingall Stretton in the UK, the Facebook competition encourages users to engage with the brand by spinning the Citigo in order to win prizes to enjoy with their friends. The ultimate prize winner will experience a luxury weekend away for two, with £500 each to spend in Selfridges and the use of a Citigo too.
The Citigo represents ŠKODA’s entry into the fast growing subcompact segment. The new model was successfully introduced in ŠKODA’s home market, the Czech Republic, in late 2011 and goes on sale in UK showrooms from today. The Citigo is set to conquer new customer groups for ŠKODA, thus contributing to the brand’s ambitious global growth strategy. ŠKODA aims to increase its worldwide deliveries to a minimum of 1.5 million units a year by 2018. In 2011, the company achieved yet another sales record in its 117-year corporate history, selling 879,200 units.
The ŠKODA Citigo is available in 60 or 75 bhp variants. With dynamic GreenTech environmental features, CO2 emissions in the new ŠKODA model amount to just 96 g CO2/km. For more information, visitwww.skoda.co.uk.