Škoda Sweden Uses Christmas Carols to Attract Competitors' Customers

Christmas is just around the corner, and a beloved and common feature during December in Sweden is the array of Christmas concerts. This is something that Škoda has leveraged in their latest campaign, 'The Škoda Christmas Conversion Choir'. In collaboration with the renowned children's choir, Adolf Fredrik's Music Classes, led by conductor Tony Margeta, the Czech car manufacturer surprised the customers of rival brands with choir singing – to encourage them to switch car brands. The campaign was created together with NORD DDB.

Historically, Sweden ranks among the top countries globally for its love of Christmas music*, and seasonal concerts consistently attracting large audiences nationwide. In partnership with Adolf Fredrik's Music Classes and conductor Tony Margeta, Škoda has tapped into Swedes' fondness for Christmas songs by surprising the customers of competitors with old-fashioned Christmas carolling, using reworked Christmas classics to encourage them to reconsider their choice of car brand.

“With a generous dose of humour, we at Škoda are keen to direct people's attention to our newly updated, fully electric Enyaq. Teaming up with the amazing Adolf Fredrik Music Classes and getting into the Christmas spirit, we're aiming to spread some laughter and joy," says Stefan Nygren, marketing director at Škoda Sweden.”

Several classic Christmas songs have been given new, updated titles and lyrics, such as 'We Wish You a Merry Enyaq', 'Silent Ride', 'When You Wish Upon a ….star' and the Swedish song 'A thousand Enyaqs are now being charged' (A thousand Christmas candles are now being lit). Each of these reimagined songs highlights the product advantages of the all-electric Škoda Enyaq and, in some instances, playfully sends a humorous jab to competitors.

“In our collaboration with Škoda, we've rolled out a variety of campaigns that are fun, witty, and imaginative, something that's extra important during this busy time when so many brands are vying for attention. Škoda might not be the biggest, but they can be the smartest, and who wouldn't open their door to a delightful choir singing Christmas carols, even if the songs are about trunk space, test drives, and value for money?" says Josephine Wallin Ankarstrand, creative director at NORD DDB.”

The choir, made up of boys and girls aged 11-13 and led by conductor Tony Margeta, surprised about ten homes in the suburbs of Stockholm – each with a competitor's car parked outside. More surprise visits may be in the pipeline.

"Collaborating with Škoda to bring people joy through festive Christmas songs was tremendously fun. Christmas carolling, or 'car-olling' as we like to call it, can make people pause and savour the moment a bit more. Given the smiles and cheers our talented boys and girls received, we’re considering another round of performances before Christmas Eve," says Tony Margeta, conductor, and artistic director of Adolf Fredrik's Boys Choir.

*Top 10 countries with the highest percentage of Christmas music streaming (of total listening) so far this year, Spotify 2021.