Smiling and Taking Up the Unpredictable
In a daring and touching move, Škoda and Leo Burnett have unveiled a campaign that is both pleasantly new and instantly recognisable. With the tagline “Made for Familying,” this integrated marketing campaign highlights the newly enhanced lineup of Škoda SUVs, which are built to withstand the challenges and joys of raising a family. Similar to the popular term “adulting,” “familying” is being positioned as an experience that includes everything from blunders to significant events that characterise family vacations.
A Linguistic Take on Adventures with Families
‘Familying’ encapsulates the spirit of \koda’s campaign, emphasising the genuine experiences that families have when they venture out into the world. When you go in a koda, the voyage includes all of its highs and lows, spills and thrills. A 40-second video showcasing the Škoda Kodiaq Plug-in Hybrid effectively illustrates this idea. It features a number of vignettes that are delivered in a lighthearted and rhymed manner, emphasising the occasionally chaotic but always unforgettable moments of family vacations.
An All-Media Campaign
Throughout the summer, a variety of media, including digital platforms, public relations, influencer content, sponsored social media, television, and movie theatre broadcasts, are used in the massive “Made for Familying” campaign. Robust collaborations with ITV, Global Radio, and CarFest extend the campaign’s outreach and guarantee that the ‘familying’ theme finds resonance with a wide range of listeners.
Beyond Simple Promotion
This campaign stands out because it emphasises the experiences and narratives of the individuals who drive the automobiles in addition to the vehicles themselves. The supporting material delves into the meaning of “familying” from the views of many family members. This strategy provides the ad more depth by emphasising the aspects of the Škoda SUVs that are designed with a family’s requirements in mind.
Marketing Intelligence and Creative Vision
Leo Burnett UK’s creative director, Graham Lakeland, highlights the campaign’s relatability and universality by saying, “It’s amazing that there wasn’t a phrase for what we do on the weekends until now. And Koda is the best brand to introduce it to the country.” Kirsten Stagg, Head of Marketing at Škoda UK, agrees, pointing out that the campaign reflects the hectic, enjoyable, and completely necessary role that family cars play in shared human experiences.
In summary
With “Made for Familying,” Škoda and Leo Burnett are redefining the parameters for how automotive advertising can foster a stronger bond with the target audience. Rather than concentrating solely on technical specifications or opulent amenities, Škoda is presenting itself as a brand that recognises and embraces the realities of contemporary family life by emphasising the shared experiences and narratives that automobiles provide. This campaign encourages a different perspective on what it means to be a family in motion in addition to promoting a product.
Source: https://www.youtube.com/@skodauk https://skodamedia.com/en-gb/releases
