Škoda has launched a new social-first campaign for its new Octavia model, featuring the voices of the car model’s most enthusiastic supporters: the Reddit community.

The ‘You Said It’ campaign, developed by Leo Burnett UK, will run across OOH, print, social and digital, and focuses on an online audience of Škoda Octavia enthusiasts from the Reddit forum “r/CarTalkUK.”

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Selected fans from the forum, which boasts over 350,000 members and is known as “the definitive subreddit for British petrolheads and curious car enthusiasts alike,” are test-driving the new model and putting it through its paces.

As a result, fans across the UK have shared their test-driving experiences, with their testimonials turned into headlines like “Notice how time and space bend around the vehicle as a mark of respect.”

Leo Burnett UK, CCO, Mark Elwood, said: “When people have good things to say about your product, sometimes the best thing the agency can do is to get out of the way and give them the platform to do it.

“Our fans have given us funny, compelling messages to sell the Octavia that we would never have gotten away with ourselves. Here’s to people power.”

Škoda Marketing Director, Kirsten Stagg, continued: “The Octavia is a quietly brilliant vehicle in our range, and I’m so pleased we’ve found the right way to celebrate it.

“Harnessing the power of fandom can be a tricky thing, but this campaign has shown us how to engage fans in the right way: using them not just to build our credibility but also to deliver a creative and original campaign that is bang on Škoda’s human tone-of-voice.”