Over the last few years, the brand Skoda has made huge efforts to reinvent all their models and especially their design. Consequently, the latest Skoda vehicles are absolutely magnificent. Unfortunately, French people don’t even look at them. They’re still stuck with the negative image of the 90s when Skoda made really quite ugly cars.

Under the circumstances, most brands would have preferred to forget the past. ŠKODA decided to do the opposite and accept it. They did however want to remind French people that they too were ugly in the 90s, just like ŠKODA!

We capitalized on a highly conversational subject when we chose the 90s. It was an era culturally rich in terms of style and music and is currently experiencing a renewal of interest with the return of the retro chic, vintage fashion. With references to the iconic codes of the time, we managed to create an emotional link with people. Everyone over 30 remembers themselves wearing the clothes, hairstyles and objects developed in the film. All these people lived through the 90s and are today potential ŠKODA customers.

A conversational subject comes with a conversational platform. This is why we chose Twitter. Our objective was to encourage the French to react to the film, to make them realize just how much ŠKODA has changed since the 90s and therefore to totally change their perception of the brand.

Twitter was our main network, but we also aired the film on Facebook, Instagram and YouTube to specifically attract our target groups. As well as the media plan, we also shared the film with 40 micro influencers, again to reach our target audience.

The video was broadcast on digital platforms: social media networks, pre-roll and media partners. In addition, in order to create conversations around the film, we set up a Twitter activation with the trending topic #UglyInThe90s that consisted in sending people back to the 90s. How? First, we invited them to tell us what haircuts they had in the 90s, then we highjacked their profile pics, adding some great mullets and other bowl cuts to their attractive faces!

We also made a very special kit for journalists and influencers: it consisted of a best-of of objects from the 90s, poppers, a bandana, dummy necklaces and a 90s hits cd compilation.

With a modest media investment (80 000), the results were quite unprecedented:

- 5,9 million videos views

- 145 000 interactions

- 98% positive comments

- 145 000 cumulated interactions

- 460k people reached by micro-influence (36 influencers shared the operation with their followers on 40 targets)

As far as sales were concerned, the brand registered record results in the first trimester after the film launched.

+40% vehicles ordered

+12 points in brand perception with their target groups

+20 points going from 70 à 90% in spontaneous notoriety