| Title | STATION WITH A VIEW |
| Brand | SKODA FRANCE |
| Product/Service | SKODA KAROQ |
| Category |
A05. Automotive |
|
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
| 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 Media?
With two giant screens and a made-to-measure casing, we transformed two standard billboards (4m x 3m) into a dynamic medium. This type of operation had never been done before in a Parisian metro station and fits into the brand’s strategy: “Another way”.
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/insights
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