For the launch of the all-electric ŠKODA ENYAQ COUPÉ iV, our objective was to achieve the highest possible advertising recall in our target group of "early adopters".

But with every automotive brand chasing the similar audiences, how could we stand out?

To market the ŠKODA ENYAQ COUPÉ iV, the strategy was to avoid typical advertising platforms and surprise young early adopters with intriguing content.

While in-game advertising became a standard approach for many automotive advertisers in 2022, ŠKODA sought unique ground with In-World-Advertising.

Through media, we made ŠKODA an early adopter itself - the first car brand in Germany to advertise extensively in Decentraland (currently the largest metaverse with 1.5 million users).

With a community that has an early adopter mentality, Decentraland was the perfect platform to present the new ŠKODA ENYAQ COUPÉ iV.

This "new world" presented familiar challenges despite being a new immersive world, including identifying the target group and timing the advertising appropriately.

Decentraland is made up of 90,601 parcels that can be bought with currency to build virtual structures or used for virtual DOOH-advertising, similar to physical land.

To showcase the new ENYAQ in Decentraland, we created Germany's first CARVATAR - a floating, virtual 3D-model of the car for visitors to see.

We dynamically activated plots of Decentraland based on footfall tracking to ensure maximum exposure to the target group.

This ensured that the ŠKODA experience was only activated when users from the target group were present.

Our 3D-ŠKODA models were geo-targeted to appear only on DOOH surfaces for German avatars who fit the target group of "early adopters".

We identified these avatars through their digital wallet profiles, which revealed that around 80% of them were German, 20-39 years old, male, streaming users, and users of ad blockers.

A QR code allowed users to learn more without disrupting the virtual experience.

Avatars spent an average of 45.5 seconds in front of the 3D model, providing attention that we’d dream of achieving with real outdoor advertising or in-game advertising.

Over a period of 4 calendar weeks, 41,695 digital wallets, i.e., unique contacts, were tracked - with 431,519 views.

Total avatar viewing time of ŠKODA's Carvatar was the equivalent of 226 days.

Ad recall increased +145%:

Brand recall of ŠKODA increased from 20.6% (control group) to 50.5% (contact group).

And the success of the campaign was reflected in the number of orders.

In the electric vehicle registration ranking, ŠKODA landed in first place in the "mid-size" category, with the ENYAQ COUPÉ IV, achieving the most registrations in Germany in 2022.