Reddit superfans are taking to the road in a brand new Škoda for the auto brand’s new social-first campaign from Leo Burnett UK.
The ‘You Said It’ campaign has been created to launch the 4th generation Škoda Octavia, using the voices of some of the car’s biggest fans: the Reddit community.
Test-driving the new model as they put it through its paces are a number of Škoda Octavia enthusiasts who have been hand-picked from the online Reddit forum ‘r/CarTalkUK’ which – with over 350,000 members – is described as “the definitive subreddit for British petrolheads and inquisitive car drivers alike”.
This online audience has also adopted the Škoda Octavia as its unofficial mascot with the rhyme, ‘Our Lord and Saviour, the Škoda Octavia’.
To transform these dedicated fans into active advocates for the 2024 model, Leo Burnett UK and Škoda handed over the keys to Reddit members with the first-ever ‘Reddit Car Share’.
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Fans from across the UK have been able to test-drive the new fourth-generation Octavia, with their testimonials turned into headlines such as “Notice how time and space bend around the vehicle as a mark of respect”.
Highlighting that the Škoda Octavia is the chosen car of people that know about cars, each execution will be accompanied by the campaign slogan ‘You Said It’, before being amplified across OOH, print, social and digital.
“When people have good things to say about your product, sometimes the best thing the agency can do is to get out of the way and give them the platform to do it,” said Leo Burnett UK CCO Mark Elwood.
“Our fans have given us funny, compelling messages to sell the Octavia that we would never have gotten away with ourselves. Here’s to people power.”
Škoda marketing director Kirsten Stagg added: “The Octavia is a quietly brilliant vehicle in our range, and I’m so pleased we’ve found the right way to celebrate it.
“Harnessing the power of fandom can be a tricky thing, but this campaign has shown us how to engage fans in the right way: using them not just to build our credibility but also to deliver a creative and original campaign that is bang on Škoda’s human tone-of-voice.”
