The UK arm of the Czech carmaker Škoda renewed their sponsorship with the Kennel Club’s landmark event – Crufts – for the 2024 event at the NEC in Birmingham as the Official Automotive Partner.
On show were the all-new Kodiaq and all-new Superb Estate, as well as the newly updated Octavia family car and the new Kamiq compact SUV.
Objectives
- To launch Škoda’s new car model the Kamiq
- To give the dog-loving public an opportunity to see Škoda’s refreshed model range up close and explore how well they handle canine duties
- To be the best family vehicle for dogs
The Results
With well over 25,000 visitors to their stand, Škoda were able to activate with their cars in a unique way, with dogs and their owners testing them in person.
Škoda elevated their brand consideration from 49% (pre-show) to 77% when consumers visited a stand, as well as an overall 10% increase in purchase consideration across the event.
With a 2.78% click through rate on their messaging to Crufts visitors, this was a 3x uplift compared to an average CTR.
Škoda’s stand featured their latest range of dog-friendly vehicles, and when combined with in person and television sponsorship, they were able to significantly drive consideration and conversion on their website.
Škoda were able to follow up with Crufts visitors, targeting them with awareness campaigns that drove traffic to their website and ultimately got consumers test driving and purchasing their cars.
Copyright: All photos are owned by The Kennel Club, photography by Martin Hill Dog Photography