In 2017, Skoda’s challenge was to connect with younger audience who viewed the brand as somewhat dated.
Skoda needed to demonstrate to this audience that ‘Driven by Something Different’ was more than slogan, it was part of the brand’s DNA.
Sir Bradley Wiggins became the figurehead of the campaign due to his association with a sport with which Skoda has great heritage, and his character epitomising the brand’s unique positioning.
The creative execution focused on highlighting the similarities between the pair. This was amplified across multiple touchpoints and resulted in record levels of awareness, consideration, and affinity for the brand.
