Introducing the new Skoda Y to etithe target audience. Stimulate people curiosity about thePositioning the new car - the SUV product.that fits the city - as theadventurous car, always “ready for Create awareness about the product.adventure”.
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 adventureand socially•Is concerned about safety and cares alot about friends and family
Two phases We placed different and changing banners revealing the places where Y can go to. eti1.Teasing2.Launching Animal = Car core benefits Spreading the message Communication purpose“YETI is coming to ROMANIA - Anew species between us!” for 2 Everywhere & Whole yearweeks of teasing. functionality
Teasing - onlineWebsite•10 days before Skoda Y eti launch inRomania•The website was built as a Journal of aman who follows Y eti, trying to discoverhim•The story took the audience intodifferent places: mountains, hills, seaside andin the end the city•User interaction through comments (userswere 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 dautomatically from day to night