Automaker Škoda España "pimps" the lamest lemon

Share this content:
Škoda’s request for clunkers received 530 image uploads on its microsite
Škoda’s request for clunkers received 530 image uploads on its microsite

The Offer: Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its “Change My Car” campaign. Powered by agency CP Proximity, the auto brand orchestrated a nationwide casting call to locate the winner—or, more accurately, loser. Entrants could upload photos and video to a special campaign microsite ( where visitors voted on which car was the lousiest. The top 10 clunkers—those with the most “dislikes”—were judged by a panel that selected the worst of the worst, whose owner then appeared in a TV commercial with rapper Xzibit, host of MTV's Pimp My Ride, and was later presented with a Yeti Fresh, Škoda's new compact SUV. But the prize came with a catch: Before receiving his Yeti Fresh, the winner had to watch his jalopy, a 1980 Talbot, scrapped before a live television audience.

The Data: More than 530 users uploaded images of their unattractive rides. The photos garnered, in total, nearly 42,000 “dislikes.”

The Channel: The integrated campaign used TV, online, and social elements, including videos on YouTube, as well as Facebook and Twitter sharing options.

The Creative: Each image was accompanied by snarky commentary, ostensibly from the brand. For example, in reaction to a woman's 1987 Opel Corsa: “How can you continue to drive this thing, baby?”

The Verdict:

Cathy Salazar is senior partner and search practice lead at MEC Interaction, where she is responsible for oversight of AT&T's search marketing business. Salazar has more than 12 years of experience in the digital field, including display ad work for and JPMorgan Chase. Read our Q&A with Cathy for more.

 Not sure if the live car demolition was supposed to make it more dramatic, but I can  certainly see it appealing to 18- to 34-year-old men. Kind of lukewarm about this one, but Škoda definitely won points when it flattened the car with a Caterpillar.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above