This document outlines a campaign to launch the new Skoda Yeti SUV model in Romania. The campaign objectives were to introduce the new car and position it as an adventurous vehicle suitable for both city and outdoor use. The target audience was active 30-year-olds living in urban areas. The two-phase campaign involved an initial two-week online teaser campaign using a fictional website and social media posts hinting at the Yeti's arrival. This was followed by the vehicle launch involving website banners, takeovers, and TV commercials directly promoting the Skoda Yeti's off-road and city capabilities.

1. Yeti
odaStudies 09
Sk
Case
Camp aign 20

2. Premises
Campaign objectives
Overview Target
Campaign mechanism
Executions

3. Premises

4. CONTEXT
CHALLENGE
Launching the new Skoda Y model
eti
Define the brand attitude that will
on the Romanian market.
determine an emotional add-on
through the new car and creative
expressions.

5. Campaign Objectives

6. Introducing the new Skoda Y to
eti
the target audience.
Stimulate people curiosity about the
Positioning the new car - the SUV product.
that fits the city - as the
adventurous car, always “ready for
Create awareness about the product.
adventure”.

7. Target

8. The main target:
• Most probably has a small city
car, but would love to have one that
•Is aged around 30 years helps in the city as well as outside
•Lives in urban areas • Has lots of traveling ideas and always
•Has an active life, both professionally seeks for adventure
and socially
•Is concerned about safety and cares a
lot about friends and family

9. Campaign mechanism

10. Two phases We placed different and changing
banners revealing the places where
Y can go to.
eti
1.Teasing
2.Launching
Animal = Car core benefits
Spreading the message
Communication purpose
“YETI is coming to ROMANIA - A
new species between us!” for 2 Everywhere & Whole year
weeks of teasing. functionality

11. How we did it
executions

12. Teasing - online
Website
•10 days before Skoda Y eti launch in
Romania
•The website was built as a Journal of a
man who follows Y eti, trying to discover
him
•The story took the audience into
different places: mountains, hills, seaside and
in the end the city
•User interaction through comments (users
were able to change the story)
•Th e w e b s i te e nv i r o n m e nt c h a ng e d
automatically from day to night

13. Teasing - online
Website - http://legendayeti.ro/

14. Teasing - online
Website - http://legendayeti.ro/

15. Teasing - online
Banners

16. Teasing - online
Twitter & Facebook

17. Teasing - online
TVC

18. Revealing
Web banners

19. eve aling
R
Special Take-over

20. aling
Reve
Special Take-over

21. aling
Reve
Special Take-over

22. Revealing Website

23. Revealing Website

24. Revealing Website

25. Revealing Website

26. Revealing
TVC
Skoda Yeti
Off Road

27. Revealing
TVC
Skoda Yeti
City