New ŠKODA Yeti - Gosford City Motor Group

New ŠKODA Yeti
Marketing Campaign October 2011
ŠKODA Yeti Marketing Campaign 2012
ONLINE
In a similar fashion to the Fabia campaign, we will focus on the price-leader for all retail activity,
so in this instance the focus becomes the Yeti 77TSI and its driveaway price of $29,980. By
clicking through, the user will again be taken to the microsite to find out more. Our online
banners will feature on automotive sites (Carsales, Carpoint, CarAdvice and Carshowroom)
targeting ŠKODA and competitor models, as well as price targeting (people who have searched
for vehicles between $28k - $35k).
Be prepared for something wild
Dear Colleagues,
We’re delighted to share with you the marketing campaign for the Yeti – our
most significant launch to date in ŠKODA Australia’s brief history thus far.
As you are more than aware, the Compact SUV segment is going great guns
and experiencing huge growth. The Yeti’s competitive set includes – but is not
necessarily limited to – Kia Sportage, Hyundai ix35, Subaru Forester/Outback,
Mitsubishi ASX, Nissan Dualis, Suzuki Vitara etc, so there is certainly opportunity
out there for us to exploit.
Successful exploitation of this opportunity lies in a significant multi-channel
marketing campaign that cuts through the dross currently out there. We feel
that our campaign line of “Be prepared for something wild” does just that, and
allows us to talk with confidence about the two- and four-wheel-drive Yeti and
their associated USPs.
Be prepared for
something wild.
RETAIL prINT
Similar to the online retail, the Yeti 77TSI and its driveaway price will be the focus in our
long-term retail press buys moving forward.
Our national Yeti TVC actually started with a short burst before the bounce of
the AFL Grand Final (plus a spot in half-time) with a special version tagged at the
end with our joint sponsorship lock-up showing our logo and that of the GWS
Giants. Starting from Sunday 9 October, a similar Yeti TVC will run nationally and
locally (without the sponsorship tag) launching the Yeti in off-road and urban
environments and introducing the
campaign line of ‘Be prepared for
something wild’. It will appear at key
times and programming on the Nine
and Ten networks (plus their digital
offerings), along with a significant
subscription TV presence over the
same five-week period.
MICROSITE
As with the Fabia, the Yeti microsite – www.skodayeti.com.au – is the
one-stop shop for all Yeti enquirers. Roll over either Yeti 77TSI or the Yeti
4x4 103TDI and you’ll find out more about its key benefits, their respective
driveaway pricing, colours, brochure downloads and so on. We are
deliberately referencing the now-famous BBC Top Gear review where the Yeti
was put through its paces against a Ferrari, a tattooist, a burning building
and had a helicopter land on its roof. By directing the user to our microsite
where the video is housed, we hope to engage them for a significant period
of time. Reviews are also housed. The clear and strong call to action here is
the register for a test drive bar, top right of each page of the microsite
as you click through.
*
•
•
Seven airbags (incl. driver’s knee)
Electronic Stability Control (incl. ABS, EBD, ASR, Hill Hold Control)
•
•
6.6L / 100km#
16¨ alloy wheels
•
•
•
•
Multi-function trip computer
Bluetooth® connectivity
VarioFlex adjustable rear seating system
1,485 litre luggage space^
Be prepared for something wild. The new Yeti compact SUV range is ready to take on the urban jungle, or the real one. The 77TSI or 4x4 103TDI ($39,980 driveaway**) with powerful petrol or
diesel engines are rugged on the outside, yet soft inside. You’ll enjoy Volkswagen Group technology throughout and the latest innovations for comfort, safety and style. Tame yours now.
Call our Customer Information Centre on 1800 607 482 or visit skodayeti.com.au for your nearest dealer.
alto Škoda
POS
320 Pennant Hills Road,
Pennant Hills
Ph: (02) 9875 0188
DL: 23163
Northshore Škoda
10 Herbert Street,
St Leonards
Ph: (02) 8198 1717
DL: 23106
Penrith Škoda
2128-2140 Castlereagh Road,
Penrith
Ph: (02) 4724 5555
DL: 17787
Rockdale Škoda
286 Princes Highway,
Rockdale
Ph: (02) 9503 9100
DL: 20168
Trivett Škoda
2-10 Second Avenue,
Blacktown
Ph: (02) 8822 1196
DL: 23143
* Manufacturer’s recommended driveaway price for a ŠKODA Yeti 77TSI 6-sp manual. ** Manufacturer’s recommended driveaway price for a ŠKODA Yeti 4x4 103TDI 6-sp manual. Available at participating dealers. ^Rear seats folded down. # Combined figure as per ADR 81/02.
You have already received a POS pack that incorporates a poster and window decals
for the cars. Clearly, we urge you to place the correct window decals on the correct
car – ie $29,980 decal on the 77TSI
and $39,980 on the Yeti 4x4 103TDI
to avoid any visits by the ACCC.
As befits such an important launch, there is significant investment behind this
campaign. It will be a comprehensive two-phased approach commencing with
a TV commercial to run nationally, a microsite and retail advertising, followed by
a print campaign later in the year to give a second burst of noise.
TVC
Wild new
Škoda Yeti
– $29,980
driveaway
In addition, we
would like you to
log-in to YouTube
and run the BBC Top
Gear review on the
TV screens you have
in the dealership.
For copyright reasons,
we are unable to take
a copy of that review, but we are able to
point people towards it, as we’ve done with our
microsite, so we urge you to do likewise.
eDM
Finally, we will be sending out two eDMs regarding the arrival of the Yeti. The first goes out
to those who have pre-registered their interest in the Yeti since we first showed it back at
the Australian International Motorshow in Sydney last year. The second, which goes out a
few days later, will go to all owners and prospects on our database, plus a bought list
of those in the market to buy.
As always – all this material will be available on the Dealer Portal as soon as they have been
signed off by us. Given the phased approach of this campaign, some of it will be up there
sooner than others.
Kind regards and happy selling.
SKOXXXX_YETI_SMH
Contact Information
Oliver Peagam
Marketing Communications Manager
P: (02) 9695 6074
E: [email protected]
Petr Beneda
Product Marketing Manager
P: (02) 9695 6145
E: [email protected]