ŠKODA is on a journey to change existing perceptions around the brand: from laughinstock to a manufacturer with great cars.

The brand was repositioned in 2017, debuting the strapline "Driven by Something Different", championing independent thinkers and celebrating individuality.

The brand has had great success with this approach by telling the story of people who think and act differently: cyclist Bradley Wiggins and pop start Paloma Faith. In the last case, we got Paloma to re-record "Make Your Own Music" and created a campaign to launch the new track, including a music video. Could we follow up the success of the previous campaign and help spread the word that ŠKODA is a brand that celebrates the power of differences?

The brief for the new brand campaign was to keep building "Driven by Something Different", while also increasing emotional resonance and appeal to a younger, more female-focused audience.

How could ŠKODA prove that being different is a positive? And how to do it in an entertaining, non-preachy way?

We summoned five different artists, from five different genres, to do their unique take on "I've Gotta Be Me", made famous by Sammy Davis Jr. In other words: five people working on the same brief arrive at five solutions.

The track was chosen because the lyrics read as a manifesto for the brand: "Whether I'm right or whether I'm wrong / whether I find my place in this world or never belong / I've gotta be me."

We needed a mix of mainstream and up-and-coming artists. We selected Lady Leshurr (grime), Alexis Ffrench (classical), The Sherlocks (indie rock), The Kingdom Choir (gospel) and Paloma Faith (pop).

They recorded their versions with no input from client or agency. Everything was then connected, creating one music video with seamless transitions between genres.

ŠKODA celebrates independent thinkers, those who are "Driven by Something Different". However, being different is not easy these days.

While social media provides opportunities for us to express our unique styles and nuanced views of the world, we too often don’t. Peer pressure forces us to conform. People are still vilified for standing out and being different.

However, a brand that champions individuality know that strength lies in differences, not in similarities.

We wanted to create a campaign that proved that being different and having a unique worldview was actually something good. To do so, we decided to get five completely different artists to re-record one same original track in their styles.

After the tracks were recorded, we created a special mix putting everything together: from grime, to classical, to indie rock, to gospel finishing with pop.

This mix was the base to shoot the music video, which shows each of the five artists in their own worlds, moving seamlessly between them in synch with the music.

Before launching the music video, we created intrigue through the social channels of the artists: posting teaser photographs and content with lyrics snippets. A week after the buzz started, we sent a press kit to journalists, bloggers and influencers.

Together with the music video launch, we deployed a 60" cutdown ad on Britain's Got Talent, along with five different 30" cutdowns, showing each artist individually. We also had an OOH and digital display campaign featuring the artists

The campaign was just launched in April 2019 and will run for a few more months. We’ve seen great results so far:

• 50% of the UK Population have seen the campaign on TV in April

• We saw a Week-on-Week increase of female visitors to site improve 1.4%.

• So far, we have had 293K+ streams across music streaming apps e.g. Spotify, iTunes.

• Paloma’s music video on YouTube is currently at 343k views, shortly followed by The

Sherlocks at 138k

• Over 3.9m Impressions served via VoD so far