| Filosofia | ŠKODA is encouraging drivers to “make their own kind of music” in a new integrated campaign created by Fallon London. The agency, which was recently aligned with Leo Burnett, is aiming to continue the success of its ŠKODA Driven by Something Different brand platform and showcase the new ŠKODA Karoq model. At the heart of the activity is a collaboration with Paloma Faith, the embodiment of the “Driven by Something Different” attitude, to record and film an interpretation of the classic song, “Make Your Own Kind of Music”, first performed by Cass Elliott and written by Barry Mann and Cynthia Weil. The song’s lyrics focus on having the determination to “make your own kind of music even if nobody else sings along”, reinforcing ŠKODA’s positioning of championing independent thinkers. ŠKODA briefed the agency to appeal especially to a younger, progressive, audience, leading to the selection of Paloma Faith as its brand representative. As a result, instead of merely using traditional advertising assets, the campaign to launch the KAROQ is inspired by the strategy record labels usually employ to launch a new song, including an unbranded music video, a lyric video, a secret gig for tastemakers and, obviously, making the track available on streaming services. The music video and the TV ads were directed by Georgia Hudson, a female filmmaker who was nominated for Best Director at the 2017 UK Music Video Awards. The newly recorded track is the keystone of the fully-integrated campaign, deployed across TV, cinema, OOH, and digital. The music video will be shared through Video-On- Demand and social media. TV activity features a 60-second and 30-second version, and is supported by YouTube bumper ads. “Make Your Own Kind of Music” is available via streaming services from 2nd March, the music video breaks on 20 th March, and the TV campaign on 24 th March, which will run throughout the year. The lyric video went live with the track release on 2 nd March. ŠKODA celebrated the Paloma Faith partnership with a “secret” intimate gig in London, attended by 500 of the singer’s fans. The gig was at the Round Chapel in Hackney, just a stone’s throw from where Paloma grew up. The campaign will also launch ŠKODA’s Driver's Seat Initiative to give young adults who are creative in their own right the chance to be mentored. Available through The Prince’s Trust’s existing Get Started programme, the ŠKODA Driver’s Seat Initiative will help equip them with the skills to make a positive impact on their own lives and local communities. |