Skoda ties with Dennis to let readers create their own car review
Skoda is partnering with Dennis Publishing to let readers select the content that they want to see when watching a video review for its latest Fabia car.
A video hub runs on the Auto Express and Carbuyer tablet edition and site, allowing viewers to see the car judged against four pillars; Functionality, Roominess, Practicality and Design.
Posts range from seeing more of the Fabia’s interior, various colours and stylings to Carbuyer’s signature water bottle test – whereby the size of the door bins are judged by whether they can store wattle bottles. Carbuyer journalist and presenter Matt Watson presents the videos.
The Skoda Fabia hub also features videos of real Skoda Fabia owners alongside articles designed to give potential buyers all the information needed to make a decision from one place. The hub was built by the publisher’s in-house agency Dennis Digital and the Dennis Film unit developed the videos.
Erica Vernon, national communications manager, at ŠKODA UK said: “The videos are entertaining, yet informative, and consistently convey the key points from our campaign. We were really impressed by the lengths that Dennis went to provide us with a unique creative, which would stand-out from any other whilst still hitting all of our campaign KPIs.”
The campaign extends to native ad units on Autoexpress.co.uk and Carbuyer.co.uk, while an interactive video ad in the tablet edition of the former runs until the end of March. Native ads will run on both titles’ sites and print advertorials for the car appear in the latest Auto Express magazine.
Ariana Dunne, strategic advertising manager, at Dennis Publishing said: “This level of interaction has never been achieved before – the aim was to empower the user to make the right purchasing choice thanks to a more targeted, engaging advertising campaign.”
The launch comes as publishers ramp up efforts to convince advertisers that they are able to increasingly develop and plan campaigns rather than see that budget go to agencies. The Guardian has a similar internal agency, called Guardian Labs, which is now in its second year and hopeful that it can boost the value and length of its deals by investing more in research to prove the effectiveness of its own creative.