Cannes Lions

ŠKODA CHANGE MY CAR

CP PROXIMITY, Barcelona / VOLKSWAGEN / 2013

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Overview

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Credits

Overview

Execution

ŠKODA Change my Car

ŠKODA swaps your old car for a new one.

We decided to organise a rather original casting, an exercise aimed at finding the most clapped-out car in Spain.

The casting to find the worst car in Spain.

In order to destroy it in a TV Show and change it for a new ŠKODA Yeti Fresh.

In line with the way other casting sessions are run we asked the public to upload creative videos and/or photos of their old cars and tell us why they deserved to win. The goal: get the highest number of 'don’t likes'.

Outcome

More than 9,000 prospects in replacement phase captured, which over the course of the campaign generated 738 Škoda Yeti sales. In other words, an increase of 89% in the sales of the model in a context in which the market fell -1.1%.

•Showroom traffic increased by 41%

•1000 candidates

•250,000 visits to the site and more than 42,000 'don’t likes'

•An increase of 1,000% in the number of Škoda España’s Facebook fans

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