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 Skoda Citigo as a ‘new communication tool’.
The campaign began last weekend with four 30 second television ads that aired on each of the mainstream channels, promising significant exposure for the rapidly growing car manufacturer.
Each execution focuses on a specific product feature of the best-in-class city car, including the City Safe self-activating brake assist, portable infotainment device and the vehicle’s 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 Skoda 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.
Car Dealer has driven the Citigo, Skoda’s sixth model, to six capital cities for Issue 52. Find out more here