The campaign will replace the five-year brand-focused strategy that aimed to convince consumers to reassess the company as a quality car manufacturer.
The marque now wants to reinforce the message that its cars are 'practical as well as exciting', according to Toby Pschorr, group account director for Skoda at advertising agency Fallon.
The first ad in the campaign will feature the Fabia VRS, a cool hatchback that can also be used as a family car. It will be the first time Skoda has targeted a younger audience of 25- to 35-year-olds. A typical Skoda buyer is usually over 35 years old.
A second commercial will focus on the four-wheel drive feature of the Octavia Estate, which competes against the Volkswagen Golf.
Since 1998, Skoda's UK market share has increased from a 0.98% to 1.4%.
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