Skoda is launching a new multi-million pound marketing campaign around its Fabia vRS in order to expose the brand to a younger audience.

The 12-week ‘made of meaner stuff’ campaign features a 60 second TV commercial which plays a darker twist on the Fabia’s ‘made of lovely stuff’ advert made famous by the 2007 Fabia cake commercial.

The campaign starts today with two versions of the advert – a 30 second commercial will be aired between cult shows such as ‘Takeshi’s Castle’, while the full 60 second advert will go live on mainstream channels including ITV, Channel 4, Channel 5 and various Sky channels.
Dealers can watch the channel at http://www.skodafabia-vrs.co.uk/ by clicking on the ads and extras tab.

The new campaign also includes national, consumer lifestyle, sports and motoring print advertising as well as a schedule of cinema advertising, PR, online, digital and social media activity.

Set in a secret location within the Skoda factory, vehicle components include a bone chassis, a snake-powered engine and unorthodox finishing techniques.

Heidi Cartledge, national communications manager at Skoda UK, said: “This is one of our biggest campaigns ever in the UK, and designed to engage our brand with new audiences.

“The new advert, combined with our wider campaign activity, will see Skoda reaching the younger cult ‘hot hatch’ demographic in addition to our mainstream and loyal customers.”

Skoda will also be focusing social media activity on channels including Facebook and Youtube.

Developed on behalf of Škoda by archibald ingall stretton…, consumers will be encouraged through Facebook, to interact with the campaign by discovering whether they are ‘mean’ or ‘lovely’ to be in with a chance of winning a new Fabia or Fabia vRS. They can encourage their friends to vote on their ‘mean’ or ‘lovely’ status.

Skoda is also going to be attending Top Gear Live with a live performance of the ad.