Skoda's RallyScotland sales push 01 | 11 | 2010

JUST OVER a fortnight since a Skoda Fabia dominated the second running of RallyScotland, and clinched the Intercontinental Rally Championship, the manufacturer has launched a new multi-million pound marketing campaign around the Fabia vRS. The aim of the campaign is to expose the brand — the Fabia vRS starts at £15,700 — to a younger audience.

The campaign — entitled ‘made of meaner stuff’ and which runs for 12 weeks — features a 60-second TV commercial which plays a darker twist on the Fabia’s ‘made of lovely stuff’ advert made famous by the 2007 Fabia cake commercial.

Staring today, two versions of the advert – a 30 second commercial will be aired between cult shows such as ‘Takeshi’s Castle’, while the full 60 second advert will go live on mainstream channels including ITV, Channel 4, Channel 5 and various Sky channels.

If you would like a sneak preview, log-on to http://www.skodafabia-vrs.co.uk/ and click on the ads and extras tab. The new campaign also includes national, consumer lifestyle, sports and motoring print advertising as well as a schedule of cinema advertising, PR, online, digital and social media activity.

“This is one of our biggest campaigns ever in the UK, and designed to engage our brand with new audiences," Heidi Cartledge, national communications manager at Skoda UK, said.

“The new advert, combined with our wider campaign activity, will see Skoda reaching the younger cult ‘hot hatch’ demographic in addition to our mainstream and loyal customers.”

Skoda will also be focusing social media activity on channels including Facebook and Youtube.

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Jim McGill