What’s the problem?
ŠKODA doesn't (and if it does, probably shouldn't) make 4x4s.
That's what most people thought when ŠKODA introduced the
Yeti – a new concept in people-moving. And one that
doesn't come with all the gas-guzzling, no-room-to swing-a-cat
downsides you'd normally associate with 4x4s. So how do you
convince the world in general, and young families in particular,
that ŠKODA
has created such an exceptional car?
…what people value
Well, we decided that a genuinely different car deserves a
genuinely different marketing approach. An approach that will grab
the attention of families who normally would see a 4x4 on the drive
as a symbol of Dad's mid-life crisis –
not their main child-moving vehicle. So out went any idea of a
homogenous, high gloss, photographic brochure, and in came…
The creative innovation
An original pop-up book. With charming hand-drawn illustrations. Online.
Layers of these illustrations were used to create a storybook
effect. It inspired
a playful sense of exploration and interaction, with each new
'pull me' tab
and 'spin me' lever revealing new things about the
Yeti – like extra space for pushchairs, bikes, dogs, and
the odd abominable marketing man.
...and the reaction
