The Volkswagen-owned ŠKODA Ireland has launched details of its first ever Irish TV ad as part of a €650,000 investment to promote the brand.
The ad was produced by Boys and Girls and directed by Richie Smyth and will air on national TV of December 5th.
According to Eimear Walshe, marketing communications manager with ŠKODA Ireland: “This is the first ad we’ve developed specifically for the Irish market so we’re very excited about it. In terms of timing, the brand has gone through really rapid change over the past two years. We now have almost 7% market share here in Ireland so we felt the time was right to invest in our brand and show Irish people that we’re not just a Czech brand being sold in Ireland. By listening to what our audience in Ireland wants and holding focus groups, we found that locally produced communications content resonates more strongly with an Irish audience. This ad campaign is about demonstrating how we at ŠKODA identify with our Irish audience and their lives.”
“ŠKODAs might not be made in Ireland, but the more you get to know them, the more you can see they suit this country perfectly. From suspension that seems tuned for our pot-holed roads, to clever features like the umbrellas hidden in the doors – making them perfect for our weather. We set out to make a car ad that accentuated how ‘Irish’ ŠKODA’s feel. The problem is that very few car ads are made here in Ireland. Most are edits of international copy, showing cars driving down spectacular South African roads and buyers aren’t fooled,” says Rory Hamilton, executive creative director of Boys and Girls.