It´s been quite a while since I posted my last "article" here.. The reason is that I´ve been quite heavily engaged in work-related activities. In the last 20 days or so, I´ve overseen 2 major projects in 2 different countries, flown with 7 airplanes through 6 airports, been to cca 20 different shooting locations, met around 50 wonderful people--most of them production professionals--slept in 4 different hotels, and lost 1 sunglasses somewhere on the Fuerteventura beach. Shooting of the Roomster campaign. Quite exhausting, yet unforgettable and tremendous experience from which I will benefit quite significantly in the long run.
Believe me or not, I´ve also begun to like "my" car ;). The new Skoda Roomster. True, when I joined Skoda Auto almost a year ago, I wasn´t even 100% convinced that Skoda´s aim to launch a new carline in an MPV segment and expand the brand in areas it had not been operating and had not have any experience whatsoever was the right thing to do. Then I first saw the car itself, I think it was in autumn 2005, and it came to me as I was looking at an ugly piece of design in which 2 completely distinctive concept "sort of" mixed together in one "gestalt". But you know what? I´ve been with this car for quite some months now. I´ve seen it standing in the studio in full light, driving by down and up the hill, parking under the Table mountain in Cape Town, making curves on a reef during sunset in Fuerteventura - with its cornering fog-lights turned on. Having realized it fits perfectly to Skoda brand and the direction towards the brand is heading, I´m now very much happy with the distinctive design of the car, for there is one think I learned some time ago: it´s better to have the crowd devided than to have a crowd that doesn´t care.
Anyway, presenting the car in a way the customer would like to see it and (possibly) like it at first sight, that´s exactly my job. That´s why everything have to fit together from the marketing point of view. From the car´s benefits through its positioning to how it will be communicated and "sold" to our prospects. I can´t tell you more details at this moment, but what I can tell you right away is look forward to a top-notch campaign, with the nicest print and tv ads in the 2006 advertising buzz.
