ŠKODA AUTO India drove awareness with Fire TV

ŠKODA AUTO is one of the fastest-growing car manufacturers in Europe. With 125 years of history and heritage, ŠKODA AUTO is known for producing cars with a luxurious aesthetic and state-of-the-art technology. Since 2001, they’ve been operating ŠKODA AUTO India Pvt. Ltd., a subsidiary in India.

The KUSHAQ is a premium SUV and the latest addition to ŠKODA’s product range in India. When the SUV launched, ŠKODA wanted to reach connected TV audiences to drive awareness and consideration.

Driving awareness through Fire TV

Fire TV devices let customers stream from a wide selection of movies, TV shows, popular apps and channels, live TV, Alexa skills, and more, for a theater-like experience at home. ŠKODA AUTO India, in collaboration with their agency, PHD Media, leveraged Fire TV ads to showcase the KUSHAQ SUV.

Amazon Advertising, PHD, and ŠKODA AUTO India teams worked together to develop a campaign. Their goal was to reach Fire TV audiences through a one-day takeover on the ‘Feature Rotator’ slot. This placement on the Fire TV homepage highlights content and unique products. As viewers hovered on the Feature Rotator slot, a full screen brand video auto-played, featuring different models of the KUSHAQ.

"PHD Media is stoked to have been part of this digital-first, high-impact innovation with ŠKODA AUTO India. Innovation aligns closely with our mission statement, ‘Make the Leap,’ and with this category, we definitely did that. With a fleeting consumer attention span now more than ever, creative solutions that drive engagement are imperative to build meaningful relationships and propel growth. With increasing OTT consumption, we hope to hit the mark with this activity."

— Monaz Todywalla, CEO of PHD Media India

Reaching the right audiences

The campaign achieved a reach of nearly 6 million ad impressions among Fire TV audiences at a click-through-rate of 1.1%.

"This activity aligns with the audience of our new SUV, KUSHAQ, as it was delivered directly to users of Fire TV devices—a befitting engagement. It is the right time to be present in the line of sight of our audiences, since the viewership and engagement have increased across digital mediums. Alongside PHD Media India, I’m certain that this category will be a differentiator for us, as it promises a true-to-life experience."

— Tarun Jha, Head of Marketing, ŠKODA AUTO India

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