PROJECT FOR THE ZARAGUZA CZ AGENCY AND ŠKODA AUTO, CZECH REPUBLIC.

Pavol Minár - – 26.03.2019

How do you sell used Škoda cars to people who would otherwise buy used German cars or cheap new ones from Asian brands? By taking a cue from DDB’s Bill Bernbach and his creative revolution in VW and Avis, when he turned perceived negatives into positives – by telling people that the Škoda Plus subbrand turns the perceived minuses (used, older car) into pluses: “Our cars aren’t used but warmed up well”. This strategy has proven to be highly relevant, successful and effective – the sales figures were great and the campaign itself won the silver EFFIE (marketing communication efficiency award).

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12.03.2017

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05.03.2017

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