ŠKODA launches new ‘The Smart Way to Live’ brand campaign via Tribal / DDB Group Aotearoa

To grow New Zealand’s connection with ŠKODA, Tribal Aotearoa, DDB Group’s digital experience agency has launched a new brand campaign “The Smart Way to Live”.

 

Building on ŠKODA’s smart approach to car design, and imbuing it with new meaning, the campaign seeks to go beyond the functional attributes of ŠKODA, instead looking at how Kiwis can incorporate that smart way of thinking into how they live – with ideas everyone can use in their day-to-day.

Across the campaign viewers see the usefulness of an umbrella in the car door when it’s raining, balanced with a quick manoeuvre that uses a hockey stick to carry school bags – both different tips and tricks, but both still elegantly solutions that make viewers says “why didn’t I think of that?”

Executive creative director at Tribal, Haydn Kerr says because buying a new car can be an emotive process, the campaign seeks to have the notion of smart thinking resonate further than advertising: “We often wonder why the smartest things can seem so obvious in hindsight – that’s exactly the impact we wanted for this campaign. We wanted consumers to feel that those “of course!” moments are synonymous with ŠKODA as a trusted brand.”

Natalie O’Brien, ŠKODA marketing manager says the positioning of the smart way to live is authentic to ŠKODA and is something equally important to the Kiwi way of life: “The ethos of ‘the smart way to live’ is embedded deeply within ŠKODA – in our added value proposition, our design features and our fleet solutions. But beyond that, we know the idea is also embodied by Kiwi ingenuity – understated, unpretentious innovation – it’s a trait we know and love about New Zealanders.”

The campaign will be live across VOD, YouTube, TV, Social, print and dealership POS.

Rodney Gillard – ŠKODA New Zealand General Manager
Natalie O’Brien – ŠKODA New Zealand Marketing Manager
Hayley O’Callaghan – ŠKODA New Zealand Marketing and Operations Co-ordinatoor

Agency: Tribal Aotearoa
Executive Creative Director: Haydn Kerr
Creative Directors: Mike Felix & Brett Colliver
Art Director: Stan Lee
Copywriter: Aiken Hutcheson
Managing Director: James Blair
Senior Account Manager: Stephanie Gastaldo
Senior Strategist: Josh Watson
Agency Producer: Brett Macdonald

Production Company: Finch
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Duncan Bernard
Director: Jae Morrison
DOP: Crighton Bone
Post Production Company: Atticus
Post production online: Stu Bedford
Editor: Tim Mauger
Soundtrack/composer/Music: Liquid