Skoda road tests Australians and their badge bias in brand new Superb campaign via DDB Sydney

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Screen Shot 2016-05-17 at 12.24.03 pm.jpgCB Exclusive – DDB Sydney has created an online film as part of Skoda Australia’s launch of the new Superb – the most advanced and premium vehicle the brand has released to date.

 

The campaign revolves around the insight that “Some see a badge, where others see Superb” – Skoda and DDB decided to challenge the badge bias of Australian drivers.

The new Superb features outstanding technology, comfort and performance and has garnered rave reviews from the toughest local and international judges, pitting it against the more traditional German luxury auto brands.

 

Skoda Australia marketing manager, Andrew Younis, said this gave Skoda the confidence to lay down the challenge to Australian drivers to test whether they could see the quality of the car beyond the badge.

 

Says Younis: “DDB came back to us with an idea that challenges people to think twice about Skoda and the new Superb by asking them to look beyond the badge and see that Superb is truly for the discerning.”

Says Steve Jackson, creative partner, DDB Sydney: “The premise was to invite people to test drive the new Superb but the twist came when the Superb started a conversation that was more about the customer and how open they were to appreciating the true values of the car with a badge that wasn’t as familiar.

 

“It was amazing how honest the people were. After the obvious surprise of the Sat Nav talking to them, it soon became a kind of car confessional whereby they opened up and revealed their true selves. Kudos to our cheeky, judgmental Sat Nav who somehow managed to keep a straight face.”

 

Client: ŠKODA Australia

Marketing Manager: Andrew Younis

Marketing & Communications Manager: Emma Ireland

Product and Marketing Support: Arnav Dhawan

 

Advertising Agency: DDB Sydney

Chief Creative Officer: Toby Talbot

Creative Partner: Steve Jackson

Creative Partner: Noah Regan

Senior Creative: Matt Chandler

Copywriter: Sam Pascoe

Managing Partner: Amanda Wheeler

Business Director: Katherine Butterworth

Head of Integrated Content: Sevda Cemo

Producer: Anna Wright-Hands

Editor: Fraser Kelton

Designer: Ramon Rodriguez

Social Content Manager: Liana Rossi

Community Manager: Salil Kumar

 

Production Company: Photoplay Films

Director: Armand De Saint-Salvy

Executive Producer: Oliver Lawrence

Producer: Bonnie Fay

 

Post Production: Fanatic Films

Editor: Joe Morris

Grade: Scott Maclean

Online: Joe Maurici, Russell Masters

Producer: Renee Masters

 

Sound: Nylon Studios

Audio Engineer: Stuart Welch

Post Producer: Angelina Phengphong