2012 Bronze Automotive

Client Skoda

How did the campaign make a difference? The new Skoda Citigo needed to appeal to a new audience. An innovative use of Open Graph inspired Facebook friends to meet and share new experiences, generating over 79,000 app users and 2,570 competition entries.

What details of the strategy make this a winning entry? Skoda wanted to launch the new Citigo with the above the line (ATL) positioning, while ensuring its target audience of women aged 25 to 44 considered it too. Facebook was chosen, to reach the target audience easily and create a mechanic that would get people talking and sharing that conversation with their friends. Plus it would drive more traffic to the Skoda UK page. Based on the Citigo’s positioning as a tool to help people meet up, a key Facebook issue was raised: how many of your friends do you actually meet in real life? An app allowed Skoda UK fans to win real world experiences for themselves and a random Facebook friend. An upfront product showcase highlighted the key features of the Citigo too.

How did creativity bring the strategy to life? The Citigo’s the perfect car for meeting with friends and family, because of its suitability for city or countryside, as well as being packed with ingenious solutions. So the app invited users to take the car for a spin – literally – for the chance to win a rendezvous at great destinations around the country. An innovative mechanic used each entrant’s Facebook data to pull their friends into the app. They then spun the Citigo to see which friend they’d be meeting if they won, and spun again to see their destination. Prizes ranged from theme park visits to spa days – and one lucky fan won a Citigo for 48 hours too. This simple mechanic generated real excitement within the existing community, as well as bringing in the desired new audience. High numbers of repeat visitors show it captured the imagination of Skoda’s Facebook community.

Results Spin the Citigo attracted 79,007 visitors and 2,570 entries. Nearly 1,800 interacted with the Citigo showcase, with an average interaction of five clicks. The positive sentiment generated was measured at 95.04%: well above the target of 55%. The campaign also reached beyond the boundaries of Skoda’s community: 3,075 stories were published throughout Facebook, generating a 22.7% response rate from all friends of entrants. More people liked the Skoda UK page overall, with 10,522 Likes during the campaign, increasing the daily average from 260 to 376.

Team Richard Coggin, Neil Kleiner, Emma Huismans, Jon Biggs, Rishi Dastidar, Greg Machray, Mark Johnson