The FLEMA Media Awards are in their 15th year and recognise innovative and creative approaches in media planning. PHD Czech Republic won big for its work with ŠKODA, picking up the following four awards:
Best Use of Radio – ŠKODA OCTAVIA ‘1000 ways to introduce the new OCTAVIA’
Best Use of Engagement – ŠKODA AUTO ‘The new OCTAVIA under your thumb’
Best Use of Real-Time Marketing – ŠKODA OCTAVIA ‘1000 ways to introduce the new OCTAVIA’
Innovative author – PHD Czech Republic
Campaign summary for ‘1000 ways to introduce the new OCTAVIA’
For the first time in the Czech Republic, PHD presented a dynamic radio spot creative for the arrival of one of the best-selling models in Europe – the ŠKODA OCTAVIA – and broadcast over 1000 of its variants. These variations were compiled and broadcast according to a specific time, day of the week and the weather. PHD defined the optimal frequency of intervention for the user, who was always offered a slightly modified variant of the spot so the entire range of benefits offered by the new ŠKODA OCTAVIA could be communicated.
PHD proved that dynamic creative is no longer just the domain of online; its benefits can be used effectively on the radio too.
Campaign summary for ‘The new OCTAVIA under your thumb’
The launch of the new OCTAVIA was the biggest event of ŠKODA AUTO in 2020. PHD and ŠKODA’s intention was to present the new model in its full power and give people the opportunity to reach for it in digital form. Thanks to the non-traditional situation caused by COVID-19, the internet has become a basic communication channel for Czech citizens.
ŠKODA demonstrated the technological power and innovation of the new OCTAVIA on the most interactive platform on the market, Facebook, via their own programmed canvas configurator. This allowed users to get to know the car down to the last detail and configure and share it with each other directly in their FB feed.
The winners of the FLEMA Media Awards were selected by a jury of experts from media planning and marketing communication industries.