Title	REFUEL WITH ENYAQ
Brand	SKODA AUTO SLOVAKIA
Product/Service	SKODA ENYAQ IV
Category	C01. Guerrilla Marketing & Stunts
Entrant	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Idea Creation	WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
Production	LEOPARD PRODUCTION Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Stefan Andrejco	Wiktor Leo Burnett	Creative Director
Martin Keder	Wiktor Leo Burnett	Creative Director
Martin Keder	Wiktor Leo Burnett	Copywriter
Veronika Hliboka	Wiktor Leo Burnett	Copywriter
Jan Gencur	Wiktor Leo Burnett	Copywriter
Stefan Andrejco	Wiktor Leo Burnett	Art Director
Zuzana Strempekova	Wiktor Leo Burnett	Graphic Designer
Martin Kyselica	Wiktor Leo Burnett	Graphic Designer
Vladimir Lefik	Wiktor Leo Burnett	Strategy Director
Peter Krajci	Leopard Production	Production Manager
Richard Macanga	Wiktor Leo Burnett	Account Manager
Milan Sitarik	Wiktor Leo Burnett	Account Director

Why is this work relevant for Brand Experience & Activation?

You cannot change the public attitude towards electromobility just by talking about it. Everybody knows that it is good for the environment, but nobody cares until they experience benefits for them personally. That is why ŠKODA AUTO Slovensko supported the launch of the new electric car ŠKODA ENYAQ iV by a special PR moment. The customers of selected gas station had a chance to experience what it is like to refuel their cars for the same price as that of charging an electric car – that is to save up to 70%.

Background

How to change the public attitude towards electromobility? According to the survey carried out by the brand the ecological aspect or quiet ride are not key qualities for Slovaks. That’s why we focused on the most important parameter: Consumption savings.

Describe the creative idea (20% of vote)

ŠKODA AUTO Slovensko supported the launch of the new electric car ŠKODA ENYAQ iV by a special PR moment. The customers of selected gas station had a chance to experience what it is like to refuel their cars for the same price as that of charging an electric car – that is to save up to 70%.

Describe the strategy (20% of vote)

According to the survey carried out by the brand the ecological aspect or quiet ride are not key qualities for Slovaks. That’s why we focused on the most important parameter: Consumption savings. We decided to let people experience what it is like to refuel their cars for the same price as that of charging an electric car – that is to save up to 70%.

Describe the execution (30% of vote)

Before the event the teaser campaign lasting several days took place on social media platforms as well as on radio. The exact location and the branding of the gas station were announced only half an hour before the launch. Result? After only 15 minutes, a kilometre-long line was formed and the capacity of the gas station was filled to the brim an hour in advance. Those who did not manage to refuel, together with the rest of Slovaks, could participate in an online quiz debunking the biggest myths regarding electromobility. Everyone had a chance to refuel in a different way and win fuel cards.

List the results (30% of vote)

More than 50 websites wrote about us and it also got on Main News. The media value of the campaign reached approximately 400,000 euros and have more than 4,5 mil. Impressions.