How do you market a brilliant product when everyone thinks your brand is bad?

By removing the brand and letting people judge the product for themselves.

 

When Skoda wanted to create a big buzz around the launch of their new Superb model, we knew the brand would get in the way. So rather than showing it off, like a typical car launch, we decided to hide it and get people to guess. The virals led viewers to a special website where they could learn more. Instead of getting people to think about a Skoda, we got them to think about a BMW or Mercedes. 

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Then finally we revealed the shocking truth. It's a Skoda.