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How better to publicise the fact that you can turn your old car into €4,000 than by burying a scrapped motor in €4k's worth of loose change in a public car park? And then sitting back and waiting to see just how avaricious the Irish people are?
Well, that was Skoda's idea when it came to showing off the fact that it now has a €4,000 'scrappage' trade-in offer running for the 171 registration period. Up to the end of this month, Skoda dealers will be running a series of events to promote its 171 campaign, including the €4,000 trade-in bonus for older cars, and a 0 per cent finance offer on selected models.
To drum up publicity, Skoda took a scrapped car (it looks like the top half of an old Nissan Micra to us) and buried it in €4,000 worth of coins in a Dublin car park.
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Speaking about the stunt, Raymond Leddy, Head of Marketing at Skoda Ireland, said: "At Skoda we're constantly working to come up with new offers and packages to meet our customers' needs, so when it came to launching our new scrappage offer, we decided to have a bit of fun with it. We viewed this as a social experiment of sorts and had no idea how people would react to it when we plonked a scrap car into €4,000 of coins in a public car park. It turns out the people of Dublin are remarkably honest - it took a full hour before anyone was brave enough to pick up the coins and claim them as their own! Not only that, but a number of people said they would be donating the dosh to charity, so people are nicer than we give them credit for."