The Brief

Launch of a relatively compact SUV in a market dominated by larger wheel base and chassis SUV’s. Create instant disruption in the market by redefining the launch strategy unlike the competition in the market. To us, the challenge was to win the audience who believed that owning an SUV was merely to show masculinity, sense of power and freedom. This audience wanted bigger SUV’s which they could maneuver like toys in any possible terrain. How do we appeal to this audience? Make them try the new Skoda Yeti where mostly the mind takes over muscle power.

Describe how the promotion developed from concept to implementation

SUV audience prefers adventure, travel to unforeseen places with different and difficult terrains. Our solution was to join them in the pursuit of adventure and escapade by giving them a platform to travel and experience various nature and wild life destinations in India most importantly with the Yeti. We triggered a consumer activation program known as the Skoda Yeti Right of Way expedition, where select audience took the driving seat with the Skoda Yeti and ventured through various terrains, test driving the SUV. Consumers became brand evangelists by sharing the entire expedition in social and other media channels.

Describe the success of the promotion with both client and consumer including some quantifiable results

• The expedition empowered sales with 298 units sold in just 30 days. • Yeti outsold competition 3.5 times with 1/4th the budget. • A stark jump in segment market share from 0% to 1.6%. • 30% increase in dealership enquiries for the Yeti. • In just ten days of the expedition, Skoda Yeti website had 55,000 unique visitors; Facebook fans rose by 200% to 63,877. • TV viewership of 4.6 million perfectly psychoprofiled individuals. • Expedition affiliated with National Geographic Channel aiding brand imagery and credibility. • Most importantly, Yeti ousted other SUV’s to become an “Intelligent SUV” in the market.

Explain why the method of promotion was most relevant to the product or service

This campaign challenged the very basis of buying an SUV from a horse power, large wheel base, and big chassis to a SUV which automatically understands when to switch to a 4 wheel drive according to the terrain. The expedition established Yeti as an SUV not only with the muscle power but most importantly with brains. Consumers test drove the SUV from forests to rocky terrains to arid lands to dusty regions and finally to mountain jungles. The Yeti surpassed the test at every location it encountered making strong consumer testimonials which was expressed in various media platforms.