LAUNCHING A BRAND PLATFORM
Driven by Something Different
Driven By Something Different sums up ŠKODA’s attitude to the world –its refusal as a brand to submit to convention, to do things other car brands might do because that’s what people expect. It means breaking away from the tired tropes of a faceless category and giving people something surprising, something human.
ŠKODA needed an enduring platform idea that would enable the brand to stand out. We needed to outsmart rather than outspend. The brand has always been for those who have an independent spirit and mind, and hence, Driven By Something Different was born. Its a shared attitude that the brand and it's consumers have, giving license to behave differently and step outside the box.
Driven By Something Different launched in 2017 and continues to be the platform that sets the brand apart within the car category.
ŠKODA has had the highest campaign performance results since it's launch and the cumulative impact of the campaign has meant the brand has noticed significant increases in brand KPI's. In some cases including cut-through, impact and consideration, the brand metrics are double those of the cateogory benchmarks.
I am proud to have led and launched this platform idea for ŠKODA. It's given the brand a clear direction and point of view.
LAUNCHING A NO.1 HIT SINGLE TO LAUNCH A CAR
ŠKODA was launching a new car in a category where the established brands had more than twice our budget. Not only that, but we were trying to sell the KAROQ to younger families, and women in particular -an audience who may know our cars are good but don’t tend to give our brand much consideration when buying one.
So we did something completely different, and launched a top 10 pop song instead, "Make Your Own Kind of Music". We collaborated with Multi-Platinum Brit Award Winner Paloma Faith.
The result was a car launch campaign that looked like a single release. We created a pop-up gig for Paloma Faith fans & the press, we launched on Spotify. The keystone was the music video for the song, that was later cut into the TV ads. We managed to get over 1M pounds worth of free PR.
I led & oversaw the entire multi-channel campaign with all the X-agencies with a team of over 20 including our partner agencies.
We behaved more like a record label than a car brand and achieved results to boot, we were142% over target and the brand's appeal to women increased by 40%.
We won the 2019 Music Week Awards with a Music and Brand Partnership accolade.
CHAMPIONING EQUALITY
Women and not allowed to ride in Le Tour De France.
”Women are not physically capable of completing 21 stages,” said in 2015 the head of the UCI, the world governing body of cycling.
So, 13 women set out to prove him wrong. Supported by SKODA, they cycled all 21 stages, all 3,351km, one day ahead of the men.
ŠKODA has always been a lead sponsor for the iconic Tour De France and all other headline cycling events. With a 20k production budget and a small paid social campaign, we wanted to get behind these women and raise awareness of the lack of equality that exists within the sport.
Finding an issue that matters universally is what made this campaign go viral globally.
LAUNCHING THE FIRST-EVER GLOBAL IDEA, CAMPAIGN AND BEST PRACTICES
Häagen-Dazs is worth over $1Billion USD and sold in over 85 countries yet they'd never had a global campaign idea or best practices. Having worked in different countries and having a global perspective on marketing, I was asked to pitch for the International Häagen-Dazs account. We needed just to crack a universal insight, develop this into an idea that would resonate globally and be adopted globally, and so we did. This was no easy feat as the brand's perception greatly varied across markets. In China, Häagen-Dazs is considered to be uber luxury (The Chanel of ice-creams sometimes fetching up to $50USD for a creation) to the UK, where the brand had lost it's premium status.
I led the pitch for Häagen-Dazs working with Saatchi & Saatchi offices in LA, Paris, London, Germany, Shanghai,
Hong Kong & Singapore.
We developed the first fully integrated 360 global campaign for Häagen-Dazs
including, film, digital, brand content, print, shopper experience, PR & activation. The campaign
appeared in over 50 countries around the world and achieved top ROI's across markets.
The challenge was to develop a global campaign that transcends culture and brand life stage. By positioning it as a Luxury Fashion House, the brand clearly establishes itself as the most luxurious
ice-cream brand in the cateogory.
I led the next five successive global campaigns including product launches, developing global assets and best practice tool-kits.
OTHER CAMPAIGNS
I've worked on many campaigns throughout my career across different sectors and markets but don't want to overshare but I love working on chairity accounts too.