Skoda “Long copy”

This ad for Skoda helps position the brand favourably against both direct and indirect competitors.

Key findings

  • While respondents offered some criticisms of the creative execution, ultimately the ad was successful at generating significant affinity and driving brand re-appraisal off the back of providing relevant information.
  • While verbatims and creative diagnostics indicate a problem with the long copy, it doesn’t detract from delivery of the overall message.
  • Against Equity metrics, this ad met, and in some instances, exceeded norms.
  • Based on the tested response to this ad, Skoda is becoming a brand that people will be proud to drive and fits in with their lifestyle.

Download full results in the document below.