The Czech car company Skoda recently launched a new global marketing campaign focused on giving their milometer – the odometer that measures miles traveled – a whole new meaning. The campaign aims to showcase Skoda’s adventurous spirit. Let’s learn more about the campaign.
A New Way to Look at Milage
The centerpiece of the campaign created by Leo Burnett agency Fallon UK, is a 30-second spot that follows a new Skoda Karoq owner as she embarks on adventures and new experiences, with her odometer steadily increasing the whole time. Rather than just measuring the miles traveled, the odometer comes to represent her new discoveries and growth. As Graham Lakeland, Creative Director at Leo Burnett, said: “The opportunity to help people see one of the most basic features of their car, the milometer, in a totally new way was irresistible and showcases Skoda’s adventurous side perfectly.”
An Immersive Experience
Directed by Max Weiland through production company Smuggler London, the spot aims to give viewers an immersive experience of the new owner’s journey of exploration. The message is that with a Skoda, the possibilities for adventure and self-discovery are endless.
A New Sound Logo
Škoda has recently launched a new sound logo, which will be used in all of its marketing materials as per the brand’s official website. The sound logo was created by a team of sound engineers who experimented with about fifty original sound ‘sketches’. Fifteen variations of the sound logo were created, with two of them proceeding to the final. The winner was decided by intensive testing in a survey in the Czech Republic, Germany, India and Italy.
The sound logo is a short, melodic sequence that is inspired by the Skoda brand’s history and values. It is designed to be both distinctive and memorable, and it will help to create a stronger emotional connection between Skoda and its customers. Skoda also has assured through their official sources that the fans of the brand that they can hear the sound logo attached with their global campaign.
A Global Campaign
Skoda’s new milometer-focused campaign will be deployed globally across digital, social media, and other channels. By giving new meaning to an everyday feature like the odometer, Skoda hopes to inspire current and potential customers to get out and explore with the help of a Skoda vehicle. Their campaign suggests that a Skoda isn’t just a means of getting from point A to point B but rather a passport to adventure.
Final Take
Skoda’s ‘Mileometer’ campaign showcases the adventurous side of the brand by giving the milometer a whole new meaning. The spot invites viewers to join the new owner of the Karoq as she embarks on a journey of discovery, highlighting the car’s versatility and the owner’s eagerness to explore. By seeing the milometer in a new way, the campaign demonstrates Skoda’s strategy that even a simple feature can be a source of inspiration and adventure, encouraging viewers to embrace their inner adventurer and explore the world around them.
