Paloma Faith was selected to be the next ambassador of SKODA's new brand positioning: 'Driven by Something Different'. How could we use her?

First, we asked her to re-record "Make Your Own Kind of Music",  a track that explained the brand's motto better than 200 planners and 300 copywriters could. Then we set out to mirror the strategy record labels use to make things popular.

The result was a car launch campaign that looked like a single release. The keystone was the music video for the song, that was later cut into the TV ads. Here's the full video:
 

The track and the campaign were launched with a secret gig for selected Paloma superfans, getting the ball rolling on making the song famous. The gig was filmed and posted on SKODA's and Paloma's social channels.
 

And here's the 60" TV and cinema ad that was launched during The Voice UK:
 

The results were better than we could have hoped for:

• Five straight weeks as the most 'Shazamed' ad in the UK
• No. 1 single in sales on Amazon UK and No. 2 on iTunes
• Cracked the top 40 UK singles chart, reaching No. 8 in sales
• Added to the latest Paloma Faith album and to her tour setlist
• All sorts of improvements in brand trackers, with 87% positive reactions in social channels