Škoda Mocks Itself in New Spot From Rosapark About the Risks of Hesitating

Škoda Mocks Itself in New Spot From Rosapark About the Risks of Hesitating
B&T Magazine
By B&T Magazine



ŠKODA France, along with its agency, Rosapark, has introduced its new brand image in a new spot about the risks of hesitating.

ŠKODA France’s recent creative revival, initiated with the help of Rosapark, hasn’t gone unnoticed.

“Mission to Mars”, “Station with a view”, which received Cannes Lions, and the more recent “Ugly in the 90’s” and “Doug the Dog”, are testaments to the new creative conversation sparked by the brand and Rosapark.

After a long period in the shadows, ŠKODA is emerging to proclaim its rejuvenation for all to hear, a rejuvenation exhibited by the new models the brand has regularly been adding to its range since 2017.

Starting with the premium sedan SUPERB, and continuing with a complete range of SUVs (KAROQ, KODIAQ and soon KAMIQ) as well as compact sedan SCALA.

All this, and, in 2020, the release of a new line of 100 per cent electric vehicles.

With fluid lines, sleek design and equipment at the cutting edge of technology, the new range demonstrates
the brand’s strong business dynamic.

ŠKODA France marketing director, Paul Barrocas said: “In 2018, the brand surpassed 30,000 new registrations, one of the best progressions on the market, rising +49 per cent in the last 3 years.”

Nevertheless, even with the increasingly popular models, the brand needs to continue its evolution and increase its visibility.

Many still haven’t noticed the brand’s renewal, which is why Rosapark has created a new brand image campaign to reinforce this revival in order to win over the public.

Via an 85-second film, ŠKODA is tackling the subject of customer preconception with humour and self-derision.

Rosapark managing director, Sacha Lacroix explained: “With this campaign, we’ve made a bold choice to
illustrate the position in which a large number of French people are now finding themselves with regard to the
brand: they hesitate.

“They’re convinced by the model, yet they hesitate to take the plunge, hindered by entourage’s preconceptions and the brand’s past.”

Rosapark co-founder and creative director, Gilles said: “By trusting Bart Timmer, a multi award-winning director renowned for his sense of comedy and story-telling, ŠKODA is leaving no room for hesitation and proving just how much the brand has changed.”




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