ŠKODA had recently joined forces with the youth charity The Prince’s Trust in a partnership which brings the brand’s values to life by supporting young people who are independently minded and ‘driven by something different’. This partnership has been brought to life through the ŠKODA Driver’s Seat Initiative (DSI), an initiative which consists of week-long creative courses for 16-25 year olds teaching them the skills and confidence they need to pursue a career in their chosen discipline.
ŠKODA wanted to communicate their involvement in the initiative and enlisted DRUM’s help to do so. The brand tasked DRUM with creating content that would be interesting and engage ŠKODA’s target audience, whilst also remaining true to the brand’s values. DRUM partnered with The Guardian to produce a video series showcasing participants of the driver’s seat initiative, as well as a series of immersive articles which appeared on The Guardian’s website, explaining ŠKODA’s work with The Princes’ Trust in more depth.
The content created has been a really effective and brilliant way to encourage a wider audience to question their own barriers to creativity whilst also considering the courses on the Driver’s Seat Initiative as an option for their future. Overall the campaign achieved a total of 57,120 unique users, 66,060 page views and a Dwell time of 1 min 38 secs. Content was viewed 80% on Mobile, 10% on Tablet and 10% on Desktop. Content has been shared organically on social media 3,541 times. The top-performing article was Why young creatives are choosing theatre over digital mediums with 13,297 unique users.
Junior Account Manager
Senior Commercial Partnerships Executive