Škoda cars are no longer underdogs. Over the last few years, the car maker has been upgrading its ranges and in 230230 it will release a new line of 100% electric cars. In France, its agency, Rosapark, has been upgrading and underlining its new sleeker image. The campaigns, Mission to Mars and Station with a View both received Cannes Lions. Add in the more recent Ugly in the 90’s and Doug the Dog, and a new creative conversation is apparent.

Ugly in the ’90s tackled Škoda’s reputation head on:

Rosapark: Have the ’90s Skoda stuck in your head? You were probably ugly then too

But there are still people in France who haven’t noticed Škoda’s renewal, so Rosapark has created a new brand campaign to directly tackle hesitation about buying its cars. Of course, the brand’s now signature humour remains…

Sacha Lacroix, managing director of Rosapark, commented, “With this campaign, we’ve made a bold choice to illustrate the position in which a large number of French people are now finding themselves with regard to the brand: they hesitate. They’re convinced by the model, yet they hesitate to take the plunge, hindered by entourage’s preconceptions and the brand’s past.”

The 85-second hero film is supported by 30- and 60-second cutdowns. The campaign is running online (Facebook, Instagram, YouTube, Linkedin and Konbini), on TV and in cinemas.  There is also a Twitter component. Tweeters can use the hashtag #HesitationUltime (Ultimate Hesitation) to share their biggest moments of hesitation.

Credits:

Agency: Rosapark

Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco

Copywriter: Julien Perrard

Art Director: Nicolas Hurez

Managing Director: Sacha Lacroix

Consulting Director: Romain Bruneau

Account Director: Maxime Persuy

Account Manager: Audrey Martineau

TV Producer: Élodie Jonquille

Digital Strategy Director: Jeanne Neuschwander

Social Media Manager: Thomas Vincenti

Social Media Copywriter: Julien Thibon

Social Media Art Director: Léo Palti

Production Company: Henry

Director: Bart Timmer

Producer: Jean-Luc Bergeron

Chief Operator: Daniel Landin

Head of Design : David Bersanetti

Production Director: Yannick Dupas

Soundtrack : Schmooze

Post Production: Mc Murphy

Sound Studio : Schmooze

Brand: Škoda France

Paul Barrocas: Marketing Director

Marie-Charlotte Bosvieux: Communications Manager

Céline Hahn: Advertising and Media Manager

Stéphanie Cantau: Digital and Social Manager