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The category's purchase cycle is typically made scapegoat: the fact that cars are bought infrequently and after much consideration means that car advertising expenditure is unlikely ever to pay back over the short-term. (1) In Skoda's case, however, we believe that we can already demonstrate a short-term return on advertising investment. (A return on investment achieved despite the brand's history and a category share of voice of less than 2%.)
For all the smart integration of marketing efforts on the brand's behalf (DM, PR and design efforts were swiftly aligned behind a new strategic approach) our story is in some ways an old-fashioned case of 'only advertising can do this', as the brand's very public problem demanded broadcast as opposed to private communication...
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