Comments on: Sticky ad for Skoda is more than sweet http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/ A blog and forum by Nigel Hollis Thu, 09 Sep 2010 07:59:31 +0000 http://wordpress.org/?v=2.6.2 By: Nigel Hollis http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7973 Nigel Hollis Wed, 30 Apr 2008 21:46:22 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7973 Gideon, thanks for the comment - for some reason it got hung up in the spam filter - but better late than never! I agree that 100% focus on image does not mean touting product benefits. Thanks, Nigel Gideon, thanks for the comment - for some reason it got hung up in the spam filter - but better late than never! I agree that 100% focus on image does not mean touting product benefits.
Thanks, Nigel

]]> By: Gideon http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7966 Gideon Thu, 24 Apr 2008 08:23:58 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7966 Rene - "They should have focused 100% on the image of the brand" - surely this is presicely the kind of advertising that is focusing on the image of the brand. Their relaunch 4 or 5 years ago was a clever 'marmite style' acknowledgment of their heritage - but they've moved away from that in this execution and are establishing an image. This ad has so many underlying messages that will have built its image - family friendly - manufacturing care - thinks/acts against the norm This, combined with the awareness generated (the DIY cakes to the journalists is a stroke of genious) seems to suggest they merit their award both on creative style and tangible success. When will the BrandZ pyramids be updated? And Chuck, if it's any reassurance we brits also made the cillit bang and esure adverts. Both ads are like discovering what the sound of nails on a blackboard would look like (having said that - as far as I'm aware - both were incredibly effective for generating awareness and sales). Rene - “They should have focused 100% on the image of the brand” - surely this is presicely the kind of advertising that is focusing on the image of the brand. Their relaunch 4 or 5 years ago was a clever ‘marmite style’ acknowledgment of their heritage - but they’ve moved away from that in this execution and are establishing an image. This ad has so many underlying messages that will have built its image
- family friendly
- manufacturing care
- thinks/acts against the norm

This, combined with the awareness generated (the DIY cakes to the journalists is a stroke of genious) seems to suggest they merit their award both on creative style and tangible success. When will the BrandZ pyramids be updated?

And Chuck, if it’s any reassurance we brits also made the cillit bang and esure adverts. Both ads are like discovering what the sound of nails on a blackboard would look like (having said that - as far as I’m aware - both were incredibly effective for generating awareness and sales).

]]> By: Nigel Hollis http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7960 Nigel Hollis Sun, 20 Apr 2008 17:43:20 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7960 Hallo, Thanks for the comments. To Chuck's point, music can help or hinder how well an ad works - I have seen dramatically different response to the same execution but with a different soundtrack. I would also have to agree that the follow-up to Gorilla did not work for me either but I am not sure it was the music at fault. Too predictable maybe? Hallo,
Thanks for the comments.
To Chuck’s point, music can help or hinder how well an ad works - I have seen dramatically different response to the same execution but with a different soundtrack. I would also have to agree that the follow-up to Gorilla did not work for me either but I am not sure it was the music at fault. Too predictable maybe?

]]> By: Rene Dwight http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7959 Rene Dwight Sun, 20 Apr 2008 17:09:54 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7959 The Skoda advert was brilliant due to the fact viewers will talk about "how did they make it" however I doubt if it will result in any extra sales. They should have focused 100% on the image of the brand. The Skoda advert was brilliant due to the fact viewers will talk about “how did they make it” however I doubt if it will result in any extra sales. They should have focused 100% on the image of the brand.

]]> By: Chuck Nyren http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7958 Chuck Nyren Fri, 18 Apr 2008 19:49:48 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7958 Gorilla: I usually dislike ads that use classic rock music. It detracts from the ad/message, triggers memories good and bad, cheapens those memories - and I could go on and on with reasons to avoid such pandering. But I do get a kick out of the Cadbury spot. It's something very, very special. However, I saw a follow-up spot with Queen's music and it falls flat, I think, failing for all the reasons I warn about. In fact, I had to watch it twice because the first time I was just listening to the music and was off in the ether - and missed the fact that it was for Cadbury. I made sure I was paying attention the second time .... I adore the Fabia spot. Your take on it is pitch perfect. As I watched, it sunk in as a simple metaphor for caring about the design and manufacture of your product, and doing it with flair and vision. But those English blokes and lassies always make great commercials. There is a new wave over there that reminds me of their golden age back in the 1970s/80s. Or maybe I just see the good stuff ... Gorilla: I usually dislike ads that use classic rock music. It detracts from the ad/message, triggers memories good and bad, cheapens those memories - and I could go on and on with reasons to avoid such pandering.

But I do get a kick out of the Cadbury spot. It’s something very, very special.

However, I saw a follow-up spot with Queen’s music and it falls flat, I think, failing for all the reasons I warn about. In fact, I had to watch it twice because the first time I was just listening to the music and was off in the ether - and missed the fact that it was for Cadbury. I made sure I was paying attention the second time ….

I adore the Fabia spot. Your take on it is pitch perfect. As I watched, it sunk in as a simple metaphor for caring about the design and manufacture of your product, and doing it with flair and vision.

But those English blokes and lassies always make great commercials. There is a new wave over there that reminds me of their golden age back in the 1970s/80s. Or maybe I just see the good stuff …

]]> By: RichardD http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7957 RichardD Thu, 17 Apr 2008 17:12:20 +0000 http://www.mb-blog.com/index.php/2008/04/16/sticky-ad-for-skoda-is-more-than-sweet/#comment-7957 Hi Nigel, I'd agree with you on the fact that the Fabia ad is engaging and helps differentiate it from other manufacturers whilst at the same time triggering word of mouth but does it build the brand in the right manor? Word of mouth is always a strong influence on purchases but I'm not convinced people will be talking about the car or the ad with cake and nice song. If you're aim is at the segment of the market that only deals in price and looks then I'm sure the Fabia ad 'would do'. But if you're trying to influence the serious car buyer, who remembers the bad rep from the 70's-80's, is this ad going to help change the minds of the nine in ten that feel the Skoda brand isn't competitive? I personally would buy a Skoda but right this minute I want a iced bun :) Hi Nigel, I’d agree with you on the fact that the Fabia ad is engaging and helps differentiate it from other manufacturers whilst at the same time triggering word of mouth but does it build the brand in the right manor?

Word of mouth is always a strong influence on purchases but I’m not convinced people will be talking about the car or the ad with cake and nice song.

If you’re aim is at the segment of the market that only deals in price and looks then I’m sure the Fabia ad ‘would do’. But if you’re trying to influence the serious car buyer, who remembers the bad rep from the 70’s-80’s, is this ad going to help change the minds of the nine in ten that feel the Skoda brand isn’t competitive?

I personally would buy a Skoda but right this minute I want a iced bun :)

]]>