Results and Effectiveness

900+ entries on Facebook in just 3 weeks Generated 2000+ likes & around 300 comments Out-Sold competition to the tune of 80% in Nov –Dec 2011 All brand targets and sales were met by spending LESS than 1/100th of what competition invested on media! The Škoda Rapid won numerous awards like Top Gear “Family Car of the Year 2011” , AutoCar “Midsize Saloon of the Year 2011” , Economic Times Zigwheels awards “Premium Compact sedan of the year 2011”

Creative Execution

Through secondary research (TGI™) we identified that Internet and social media had high affinity for potential sedan buyers. The Unofficial Experts too reached their audience through social media and backdoor digital connections. A Facebook application and radio were used to communicate the program across 7 cities and shortlist 8 contestants as the ‘Unofficial Experts’ by the panel of Skoda representatives & auto experts. These 8 “experts” got a chance to drive the yet-to-be-launched Rapid from Mumbai to the Skoda plant near Pune with live radio feeds through the drive capturing audio, video and photo testimonials. At the plant they got a first-hand experience of the manufacturing process and product details. The event was promoted on radio through live feed right from the plant, followed by testimonials given by contestants about the car.

Insights, Strategy and the Idea

Skoda India was launching its sedan ‘Rapid into the most cluttered segment – against 14 competitors! The challenge: get consumers to consider the Rapid as “family car”. This gap between need and purchase is bridged by category ‘Influencers’ and ‘Gatekeepers’ whom consumers rely on for advise, opinion and reviews. Every Indian clan / colony had an “informal guru” or a self-proclaimed expert on various topics. He knows everything about almost everything and loves to share his knowledge. The opinion he forms about brands and products too becomes common opinion for his set of “followers”. If we could get these guys to talk about the Rapid, we’d be home! Rather than going mass media, like competing brands, our strategy was to narrowcast to the people who mattered - identify the Unofficial Experts, make them experience the Rapid first-hand, and in the process create positive word of mouth and reviews for it.