ŠKODA is an automobile manufacturer founded in Czech Republic in 1895. In 2000, the company became a wholly owned subsidiary of the German Volkswagen Group. ŠKODA is the third-oldest car manufacturer in the world, and globally it sells more than a million cars a year.
For the 2019 launch campaign of the new KAMIQ compact SUV (sport utility vehicle), ŠKODA needed to raise awareness and drive purchase intent in a competitive environment. Many other automotive makes had already established themselves as references for the crossover category, also called a CUV (crossover utility vehicle), a type of SUV of unibody construction. 3 SUVs were indeed listed in the UK’s top 10 best-selling cars in 2018.1
To introduce this new category of vehicle, ŠKODA needed a strategic approach in its audience strategy and creative execution. ŠKODA’s traditional customer base is males over 50. With the launch of the KAMIQ, the car manufacturer wanted to engage a younger audience of families, and to grow their brand association within the SUV category.
ŠKODA and PHD London teamed up with Amazon Advertising to implement an awareness campaign in order to engage the ideal audience for their KAMIQ SUV.
The campaign strategy used a variety of impactful creative in premium placements, including Fire Tablet wake screens, IMDb billboards, and highly visible display formats on and off Amazon. PHD leveraged the Amazon DSP to reach family audiences in the UK and to redirect potential customers to the KAMIQ page on ŠKODA.co.uk.
Working with Amazon Advertising enabled us to leverage unique insights to reach new audiences for the crossover category. This awareness campaign supported the successful launch of the ŠKODA KAMIQ by increasing brand favorability and purchase intent.– Lisa Kirkbright, Communications Manager – Marketing ŠKODA UK
This multifaceted awareness campaign, spanning Fire Tablet, IMDb, and the Amazon DSP, reached more than 2MM potential customers in the UK, exceeded the company’s expectations.
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1 Car Best small SUV 2020 UK: the top crossovers and compact 4x4s, 21 October 2019
2 Kantar brand lift study Feb 2020, age group 18-34
3 Kantar brand lift study Feb 2020, age group 18-34
4 Amazon internal data