Skoda China tasks Leo Burnett Shanghai with major digital assignment

LB Shanghai has been the creative AOR for Shanghai Volkswagen and two Skoda car models for two years. The agency’s spokesperson explained that Skoda China, based in Beijing, is a different client organization from the Shanghai VW joint-venture company.

This new account win came after a seven-way pitch process that took place earlier this year.

Stefan Petzinger, general manager, multinationals, with LB Shanghai, said that the agency will build a ‘task force’ in Beijing and Shanghai tailor-made for developing and managing this project. “We are very excited to extend our relationship with the Skoda brand into the digital space,” he said.

The Czech-based carmaker, which was acquired by Volkswagen (VW) Group in 2000, entered the Chinese market in 2007 under the Shanghai VW joint venture.

Skoda suffered from a poor brand image in the 1980s and 1990s, but in China it’s gaining more brand mileage due to its European image. However, Skoda is being marketed separately from the Volkswagen brand, as the company does not want to dilute VW’s premium brand positioning.

China is currently Skoda’s biggest market, and a 'smart and people-centered' approach to communications helps the brand to strengthen its position in consumer’s minds. This upcoming digital project is spearheading this new approach.

The digital campaign, which will have a heavy social-media element, will ride on the co-creation platform and will target young and internet-savvy car consumers.

Reported in local media in May, Volkswagen has created a new online dialogue platform called the ‘People’s Car Project’. The project is a pilot in China, where internet users can participate by posting their ideas for cars of the future.

Currently, DDB is the creative AOR for the Volkswagen brand, while MediaCom is the global media AOR of the Skoda account.