Re-Mind PHD picked up Gold and Bronze in the Automotive category in the 27th edition of Effie Awards France, part of the dynamic Effie Worldwide brand which looks to demonstrate the effectiveness of communication everywhere in the world.
Re-Mind PHD picked up Gold in the Automotive category for their ‘Hesitation is no longer an option’ campaign for ŠKODA France. With the brand ranking 6th in Europe but only 16th in France, their objective was to bring about a change in the perception of the brand to win new customers. It seemed buyers were seduced by the evolution of the products but were still hesitant to buy the ŠKODA brand because of its old-fashioned image.
In a series of film spots the brand transposed the idea of hesitation on to other life dilemmas, putting consumers’ hesitation over ŠKODA into perspective. In order to create engagement, a conversational Twitter ad invited consumers to share their own predicaments with the hashtag #HesitationUltime which assigned a score from 0 to 5; with level 0 corresponding to that of choosing a ŠKODA. A post-test confirmed an increase in brand awareness and a +37% incentive rate to go to a dealership or to take a test drive from those exposed to the campaign.
Re-Mind PHD also scooped Bronze in the Automotive category for their ‘Will & Chuck’ campaign – a Hollywood-style story of two cops who don’t quite get the chance to pursue the suspects they’re after – another winning collaboration with ŠKODA France.