Skoda believes life is all about being ‘Driven by something different’. When PHD challenged us to come up with a campaign that would demonstrate this, and help unlock growth within a brand that has massive unfulfilled potential, we saw an opportunity to disrupt a jewel in the The Sunday Times crown: the Rich List.
The AEM process
The Sunday Times has owned the definitive Rich List in the UK for over a quarter of a century. Our audience research pinpointed how readers of The Sunday Times love the Rich List – but that they also yearn for something more. Our Emotional Profile showed that they look for content that will make them knowledge, inspiration and pride. This to us seemed at odds with the Rich List – it’s hard to be proud of another person’s wealth.
In partnership with Skoda, we decided to showcase individuals that lead extraordinary, important and fulfilling lives. Rather than measuring people simply on material wealth, our unique ‘Alternative Rich List’ list celebrated the kind people that were motivated by something beyond wealth.
‘The Alternative Rich List’ appeared across print, broadcast and digital platforms. This included a 16-page bound print supplement, sitting within The Sunday Times Rich List, an appearance in the tablet edition of The Sunday Times, along with a full site takeover of the Times.co.uk on the day of publication. The winners and judges also featured on talkRADIO and Unruly’s video distribution platform for two weeks.
We formed a judging panel which included Award-winning broadcaster, Natasha Kaplinsky , Stig Abell, Editor of The Times Literary Supplement, Paul Dolan, Behavioural scientist and Professor of Happiness, and Space scientist, educator, Dr Maggie Aderin-Pocock MBE - and Kirsten Stagg, head of marketing for Skoda UK.
The shortlist of nominees was picked based on a list of attributes that personify ‘alternative wealth’, including creativity, compassion, a sense of adventure, contentment and perseverance.
The list included a diverse range of people – like Lewis Pugh, a cold-water endurance swimmer that swims across freezing oceans in trunks and a swimming cap, who is campaigning to create conservation areas around Antarctica. In 2013 Pugh was named the UN’s ‘Patron of the World’s Oceans’; and Doris Lessing, the NHS’s longest-serving nurse, who has worked for the health service for 62 years.
Over half of all readers recalled Skoda’s campaign supplement and perceptions of Skodawere very positive as a result. Unruly delivered over 250,000 completed 30 second views across the Open Web, doubling our average CTR benchmark. Our post campaign research showed that: 55% of readers recalled the campaign, proving much higher than the News UK benchmark of 32%. And over 1 in 4 of these took some kind of action including booking a test drive, talking to their friends about Skoda or visiting Skoda’s website.
Those who recalled the campaign were 74% more likely to think positively about Skoda.
Scott Webb Partnerships Business Director PHD: “A fantastic, seamlessly integrated cross-platform solution, first class campaign management, and great results for the Skoda brand.”
- 2m Over people reached in print, radio, online and social
- 55% of Sunday Times readers recall reading the supplement (News UK benchmark: 32%)
- 74% viewed the Skoda brand more positively as a result