How we turned a functional, affordable car into a desirable brand
Škoda didn't have a brand awareness problem—97.8% of people know the brand—but a desire problem: only 7.2% of people consider it when purchasing a vehicle. People felt they knew what Škoda was—"the taxi driver's car"—and that perception prevented them from seeing the brand in a more sophisticated light, even though it had completely changed.
We reclaim desire through creativity and transform it into business using technology
The solution wasn't to explain the change, but to reignite curiosity: the impulse that makes us rethink things we take for granted. That’s why the campaign didn't talk about cars, but about pom-poms, fish, and traffic lights. Each everyday question (Why do hats have pom-poms? Do fish sleep?) served as a reminder that there are obvious things we assume we understand but don't. And that impulse—doubt, exploration, rediscovery—was transferred to the brand with the question that closed the loop: "Why Škoda?".
On the other hand, we knew that 'desire' only turns into business with a solid infrastructure to support the project. Škoda started with a fragmented digital ecosystem and invisible data. The technological overhaul—unified design and development, automated appointments across the entire dealership network, and real-time data—ensured that this interest wasn't lost along the way.
An integrated campaign with conversion infrastructure ready to scale
The campaign was rolled out in two phases—teaser and reveal—combining TV, radio, OOH, digital displays, train stations, social media, and influencers. With no call-to-action to purchase, no features, and no pricing, the focus was on generating curiosity rather than direct sales.
But a campaign of this scale only works if the digital ecosystem behind it can handle the load. Škoda started with fragmented technology, technical debt, and scattered data that made it difficult to launch campaigns quickly and measure their real impact. We implemented a cross-functional model that unified design and development (Figma-to-Web), automated the appointment system (CCA) across the entire dealer network in Spain, and centralized data into real-time dashboards.
The result: a modular infrastructure that not only supported this campaign but is ready for the next ones with less time, more control, and decisions based on real data. Earned media: €1,069,000. Organic reach: 31 million.
An ecosystem that converts
Curiosity translated into the best consideration data in the brand's history (+19.4%), with increases also in purchase intent (+21%) and organic searches (+74%).
That interest didn't stop at the brand level: it converted into dealership traffic (+16.2%), leads (+52%), and retail orders (+13.55%), marking the best four-month period in Škoda's history in Spain.
And the technological infrastructure was what allowed us to capture it without leaks: +50.3% in completed forms and +30% in the conversion rate for those forms.
Desire awakened, captured, and converted into business, from start to finish.
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