Understanding how Skoda 'cake' was distributed and promoted

Cake is a television and cinema advert launched in 2007 by Skoda Auto to promote the new second-generation Fabia Supermini car in the United Kingdom. The 60-second spot forms the centrepiece of an integrated advertising campaign comprising appearances on television, in cinemas, in newspapers and magazines, online, and through direct marketing. The campaign and its component parts were handled by the London branch of advertising agency 'Fallon World wide' Cake was directed by British director Chris Palmer. Production was contracted to 'Gorgeous enterprises', with sound handled by Wave Studios. It premiered on British television on 17 May 2007. The campaign was a critical, popular, and financial success. It has been credited for the significant improvements in awareness and public opinion of the brand, and received honours from a number of advertising festivals and awards ceremonies, including several from the British Television Advertising Awards, the 'Cannes Lions International advertising festiva'l and the 'Creative Circle Awards.' 

Cake premiered on Thursday 17 May 2007.The dedicated microsite went online at 6pm, while the 60-second commercial first aired on ITV, Channel 4, Five, and on several multichannel television networks between 9 and 10pm -Wikipedia 

^ By launching a premier it interested certain viewers which would help promote the car further. They also picked the channels carefully, as it says the advert was aired on ITV, Channel 4, Five and on other multichannel networks. This was chosen because they believed that the viewers to these channels suited their product and advert best. Also airing it between 9/10 pm, the advert was obviously not aimed for a young audience as these people would not be watching at this time. The advert was obviously aimed at the older generations ranging from the ages of 16+ This is very clever because although children would enjoy the advert (it's made out of cake) the audience is focused on an audience which is a lot older considering those are the potential customers to the product they are being drawn to.