In the French car market, ŠKODA is often in the shadow of the major brands in the sector, such as Peugeot, Renault and Citroën, which between them share almost half the market.

Contrary to these brands, ŠKODA is not present in the minds of the French, who do not consider the brand when preparing a car purchase.

The brand also has far fewer resources than its competitors to promote its models.

In this context, we have developed a campaign to put the new ŠKODA FABIA on the radar of the French and to make it emerge as a serious alternative to its competitors.

Our objectives through this campaign were the following:

- To make the new ŠKODA FABIA stand out and be considered.

- To work on brand image by surprising consumer and speaking out where they don't expect us to.

The creative idea was to hijack used car ads of competitors to promote the new ŠKODA FABIA.

We decided to help these sellers by promoting their ads for free through a media campaign, so that they can be seen by as many people as possible and sell their vehicle as soon as possible.

And at the same time this campaign attracts owners' attention to the new ŠKODA FABIA at the exact moment when they are about to change their vehicle.

ŠKODA was addressing :

- To a target group of intentional car drivers through a targeted media campaign.

- To the general public through an amplification (SocialMedia& PR).

This operation was born thanks to the partnership with La Centrale which is the reference site for buying and selling used cars in France. It is one of the first destinations that drivers turn to when selling their vehicle. But often, the ads are so numerous that some owners struggle to get their car to go.

Thanks to its media power, ŠKODA was able to put a large number of cars offers in the spotlight. Therefore aim to help sellers sell their vehicles more quickly and invite them to discover the new ŠKODA FABIA.

At first the campaign was launched on the platform La Centrale. For a few days the whole platform was dressed in the image of the ŠKODA FABIA.

And beyond that there was a media amplification with DDOH, on social networks and VOL to reach the general public.

8,1M overall impressions of the campaign.

3,9 millions impressions on social media.

+1,1 millions impressions vs. estimated.

On VOL : 70% of the videos were seen at 100%.

On Social Media : 41K clics on ads.

All the cars in the ads were sold in less than a week.