The Redditor Edit

The Challenge

The Skoda Octavia had been the brand's best-selling car for over 25 years, with a strong reputation for affordability and reliability. In the UK, however, it also had a reputation for being, as the team put it, really, really boring. The task was to make the latest model launch the most successful Octavia update ever.

The Strategy

Partnering with Reddit, the team tapped into the UK's biggest online car community, seeking out car enthusiasts who already thought the Octavia was brilliant. By amplifying the authentic reactions of these superfans to the new model, they generated a groundswell of genuine support that ultimately expanded into a community-designed vehicle and a full cross-channel campaign.

The Work

A unique two-tier planning phase focused on giving Reddit's superfans unprecedented access to the new car before launch. That community energy was then expanded across Meta, out-of-home advertising, and broadcast channels. The strategy leaned heavily into community credibility, turning authentic Reddit user commentary into the hero of its communications and creating a genuine sense of co-ownership among the car's most passionate advocates.

Results

32,724 mentions of Octavia on Reddit with number one share of voice during the campaign period, and Meta ad recall significantly higher than the platform's own baseline.

The Judges' Verdict

"A creatively brave activation that turned authentic Reddit commentary into the hero of its communications."