Cannes Lions

AUTOMOBILE

LA CHOSE, Paris / SKODA / 2013

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Overview

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Overview

Execution

In June 2012, Skoda was launching their very first city car : the new Skoda Citigo.

In a time when people spend more time online than with their friends, Skoda introduced the Citigo as a new communication tool to meet people in real life. We decided to put the Citigo face to the ultimate challenge: gather the most unfriendly and grumpy people in France, the Parisian.

Skoda and its advertising agency worked with JCDecaux Innovate to create the very first interactive bus shelter in France. 5 bus shelters in Paris were turned into interactive meeting places for a week. Commuters take a seat on the bench. When pressing a button, a camera starts filming them from the top. Thanks to a screen integrated in a billboard, their image is displayed on in the front seats of a Citigo.

The Citigo won the challenge : gathered in a Citigo, Parisians shared a new experience and were even able to smile at each others. Within a week, more than 2,500 people met in our interactive bus shelters. Blogs and magazines shared the story and generated free media coverage and PRs.

But our biggest achievement was making Parisians smile.

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