National campaign for Skoda looks at meaner side of brand

A multi-million pound marketing campaign has been developed for Skoda to promote the Fabia vRS.

The 12-week campaign, created by Fallon, centres around a 60-second TV advert, promoting the ‘meaner’ side of the Skoda brand’s Fabia vRS, and features the strapline ‘Made of Meaner Stuff’.

Beginning 1 November with two versions – 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.

MediaCom is handling media planning and buying for the campaign which also runs across national, consumer lifestyle, sports and motoring print advertising as well as cinema advertising, online, digital and social media.

Golley Slater has also been tasked with running a PR campaign to highlight the Fabia vRS.

A dedicated campaign microsite has been developed to allow users to explore the differing sides of the Fabia range and will find everything from jelly and lollipops on the lovely side to snakes and lightning on its mean side. A purpose built YouTube channel will also host the ad as well as some behind-the-scenes footage which will be added throughout the duration of the campaign.

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