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 www.skoda.co.uk
Bold, original and highly distinctive, Reading Room's design for Škoda's new website not only looks good, but also delivers well defined business objectives.
The Challenge
Škoda asked us to produce the online 'Home of the manufacturer of happy drivers'. They wanted to bring the Škoda brand to life whilst differentiating it from other automotive sites and increasing their overall market share by getting more visitors to the site to book test drives and order brochures. A key aim of this project was to appeal to a younger target audience - recognising that they are more open to technology than the current older Škoda driver. The statistics gave us a strong case for building a site at the heart of the brand - 60 per cent of auto buyers think the internet is important in the purchase process, and 45.9 per cent of people looked at a car company's website before purchase.
The Response
A unique response to an automotive site brief, our design avoided the convention of monochrome 'car-porn', in favour of something bright, fun and user-friendly. We call this site 'The Happiness Factory', and it's inspired by Škoda's 'Manufacturer of happy drivers' brand thought. The site is designed to mirror the experience of owning a Škoda in that it's user-friendly, unpretentious, and efficient. The website is also structured to be highly effective in creating an audience journey to test drive bookings and sales enquiries.
The Impact
Thanks to Reading Room's pioneering creative approach, the site has brought the Škoda brand to life online and given Škoda a highly distinctive and effective web presence. It is a site that has been designed to be enjoyable to use.
The site's engagement with business aims and focus on usability has been demonstrated by a remarkable 400 per cent increase in requests for test drives and brochures from the site since its launch.
It has also been successful in promoting the Škoda brand internally and made it possible for dealers to update vital details locally on consistently branded microsites.
"We are absolutely delighted with our new website. Reading Room have worked really hard and have done a thoroughly fantastic job, I wouldn't hesitate to recommend them in future."
Sarah Chapman
Direct Marketing and Communications Manager
Škoda
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