DD Com implements launch campaign for the new Škoda Fabia
Based on the international launch, the Zurich creative team optimized the campaign for the new edition of the successful model for the Swiss market. In terms of tonality, implementation and, above all, with a measure on YouTube that has never before been implemented for a car manufacturer in Switzerland.
The Fabia, the brand's second most successful model alongside the Octavia, has been significantly revamped and is more impressive than ever for its maximum individuality. With its Color Concept, which allows the configuration of almost innumerable color combinations, its comprehensive new connectivity solutions and the driving and safety assistants that are exceptional for the segment, it can be perfectly adapted to every need.
DD Com has summed up this individuality in the shortest possible form, namely in just six characters: 100 percent you. This message is just as effective in the classic measures TV, OOH and print.
https://www.youtube.com/watch?v=QYrR-UJUPfw
This individuality can be really experienced above all in the digital advertising media. Here, completely new paths, still virgin in Switzerland, were taken. Namely, with the Youtube Director Mix, newly introduced in this country. With this, content is dynamically compiled based on the thematic environment of the video and played out as spots in in-stream ads. Music, clips, text overlays, sound effects and the end credits with the Fabia in different colors are individually compiled according to a predefined theme matrix.
![09_24_NewFABIA_YoutubDirectorMix[3][1]](https://www.werbewoche.ch/wp-content/uploads/2021/02/inline-images/09_24_newfabia_youtubdirectormix31.gif)
Each of the more than 300 Youtube Director Mix variants thus becomes a unique piece tailored to the target group. Like, for example, the most frequently played variants after two weeks of campaign runtime, which alone already generated 75,000 views:
In addition, all the stops of digital advertising media were pulled out with display ads, liquid ads tailored to the target groups, pre-rolls, Facebook canvas ads, YouTube masthead placement and the Autoscout 24 search background.
Responsible at Amag: Jeannine Micheli (Head of Marketing), Tamara Werfeli (Team Leader Marketing Communication). Responsible at DD Com: Daniel Müri (overall responsibility) Florian Brand (Creative Director), Olivier Kälin (Art Director), Martin Rüegg (Text), Remo Christen, Laura Capponi (Consulting), Tobias Koenen (Head of Digital), Meret Steiner (Social Media), Werner Kim (DTP), Debora Raimondi (Image Editing).
