Developing the global Live Like You concept for the new ŠKODA OCTAVIA was undoubtedly a challenge. And it was even bigger when there were supposed to be 449 digital assets for all OCTAVIA models in the end.
Under the motto Famously Effective, we prepared a clear strategy that took the current concept to a new form, Live “exactly” Like You. Under the word “exactly” we focussed on the characters of the individual OCTAVIA models and render them as archetypes of communication.
SCOUT = Explorer
iV = Creator
RS iV = Hero
G-TEC = Ruler
We then connected the communication of all the models to a common creative idea of “My OCTAVIA, My Territory”. Thanks to this setup, we managed to sell the character of the individual models, but also to remain consistent with respect to the global Live Like You concept and to execute hundreds of digital formats.
What made ŠKODA OCTAVIA Famously Effective: A clear strategy for developing a global concept + Strong characters for individual models + Effective execution planning