Creating the Redditor Edit

Client: Skoda

The Škoda Octavia has a reputation for affordability and reliability.

But in the UK, it also has a reputation for being ‘safe’ and ‘boring’. When launching the new 2024 version, we needed to change that POV.

To do that, we uncovered a large community of Octavia super-fans on Reddit – r/CarTalkUK - who thought the Octavia was brilliant. In fact, they call the car “Our lord and saviour”.

So, we put them in the driving seat for the new launch - asking them to design their very own Octavia using Reddit functionality to vote on every customisable feature. Škoda then made ‘The Redditor Edit’ a real, purchasable model with our Reddit superfans the first people to test-drive the car.

Their reviews became the 2024 Octavia launch ads, helping the UK see the car through the eyes of its biggest fans.

And it worked, with Octavia sales outperforming targets +255%.