The site (www.fabiafeel-special.com) features a virtual 360-degree tour of the car, among other offerings. Billboards with the URL served to drive traffic to the site.
Taking the brand positioning ‘Feel special’ further, the website seeks ways to collaborate with service providers for more value-added offers. Existing promotions include a tie-up with a travel portal which will give users a chance to win a free holiday.
Taking the brand positioning ‘Feel special’ further, the website seeks ways to collaborate with service providers for more value-added offers. Existing promotions include a tie-up with a travel portal which will give users a chance to win a free holiday.
According to Anil K Nair, co-founder and senior VP, Law & Kenneth, the decision to launch the brand on the internet first arose from a need that the company felt only the digital space could satisfy.
“Fabia as a brand already exists globally; Skoda had been talking about the India launch for some time,” he said. “We saw a lot of similarity between the consumer who actively seeks out features in a car and the internet surfer. This segment is tech-savvy and composed of knowledge- seekers. We wanted to engage with them without pushing the brand in their faces.”
Nair said Skoda was looking at eventually making the site a completely community-driven portal.
Skoda Auto is perceived as a premium brand in the Indian automobile market, given the price range of its other models on offer. The Fabia, rumoured to be in the range of US$12,500 to $17,500, separates the model from other hatchbacks in the category.
