2018 Brand Experience & Activation

STATION WITH A VIEW

Short List
ClientSKODA FRANCE
Category B04. Use of Print or Outdoor
TitleSTATION WITH A VIEW
Product/ServiceSKODA KAROQ
Entrant ROSAPARK Paris, FRANCE
Idea Creation ROSAPARK Paris, FRANCE
Production GUNSMOKE PARIS, FRANCE
Production 2 FK LAB Montpellier, FRANCE
Production 3 SCHMOOZE Paris, FRANCE
Credits
Name Company Position
Gilles Fichteberg ROSAPARK Co-founder Chief Creative Officer
Jean-François Sacco ROSAPARK Co-founder Chief Creative Officer
Jean-Patrick Chiquiar ROSAPARK Co-Founder
Julien Saurin ROSAPARK Art Director
Nicolas Gadesaude ROSAPARK Copywriter
Vincent Requillart ROSAPARK Art Director
Niels Marqueyssat ROSAPARK Copywriter
Sacha Lacroix ROSAPARK Managing Director
Julien Quidor dit Pasquet ROSAPARK Group Account Director
Adélaïde Destaillats ROSAPARK Account Executive
Thomas Vincenti ROSAPARK Account Executive
Thomas Laurent ROSAPARK TV Producer
Mickaël Mougenot ROSAPARK Head of Amplification
Jean-Baptiste Jaud freelance Director of Photography
Mélanie Colleou ROSAPARK PR Contact
Theda Braddock ROSAPARK International PR Contact
Paul Barrocas SKODA FRANCE Marketing Director
Marie-Charlotte Bosvieux SKODA FRANCE Client Supervisor
Céline Hahn SKODA FRANCE Client Supervisor
Stéphanie Cantau SKODA FRANCE Client Supervisor

Why is this work relevant for Brand Experience & Activation ?

For the launch of the new Skoda Karoq, we invited Parisians to escape their daily grind with a ground-breaking OOH campaign in one of Paris’ most frequented metro stations. We recreated the interior of the new Karoq on a metro platform, redesigning the contours of two standard 4mx3m billboards, fitted with giant screens like the side windows of a car. The passengers could enjoy the experience of a peaceful trip around France, contemplating the landscapes, even though they were in an underground station Paris. They were able to feel what is was like to escape in the new Skoda SUV.

Background

The new Skoda Karoq is a sleek, modern and compact version of the SUV, aimed at city dwellers. In line with the brand strategy: “Another Way”, the new model offers high-quality performance for the daily commute and the possibility of escaping the city for weekends away. The car was designed to facilitate and enhance people’s everyday lives as well as their vacation time. So in one of Paris’ most frequented metro stations, we gave Parisians a taste of what it would be like to own a Karoq, by creating a ground-breaking outdoor campaign…that actually took them outdoors.

Describe the creative idea

Given that Parisians spend an average of 92 minutes stuck in the underground every day, for the launch of the Skoda Karoq, we wanted to take them somewhere else. We created a unique experience called “Station with a View”. We recreated, on a larger scale, the interior of the new Skoda Karoq on a metro platform in a Paris station. The two billboards were fitted with giant screens and became the two windows of the car. Beautiful landscapes were projected on the screens. These images had been filmed from a Skoda Karoq that had been equipped with cameras and driven all over France for five days. As commuters waited for their trains, they were able to enjoy the experience of a peaceful trip around France, contemplating the scenery, even though they were on a metro platform in Paris.

Describe the strategy

“Another Way” is the Karoq claim, but it is also a way of communicating and existing. To draw city-dwellers’ attention and interest, we needed to show them something out of the ordinary, something that broke with their daily routine. The campaign illustrated Skoda’s capacity to surprise and innovate, in a way that was both simple but also very visible.

Describe the execution

In the Gare de Lyon, a central Parisian metro station, over the period of a week, two standard 4m x 3m billboards were transformed into giant screens that represented the car’s windows and displaying images of a car trip through France. We worked with influencers to amplify the concept and create engagement and content on social media. Media and automobile journalists were informed about the operation, both in France and internationally.

List the results

6 784 132 contacts inside the Gare de Lyon 4 986 162 paid impressions on social media 7 000 000 PR impressions