Cannes Lions

SKODA Superb Reverse Test Drive

DDB, Sydney / SKODA / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

More than ever before, people are defining themselves through the brands they wear and carry. Not to mention the brands they drive.

In the face of badge bias and brand prejudice, we wanted to position the new Skoda Superb as the choice for the discerning, who could look past a brand name and judge a car purely on its merit – rather than the prestige of its logo.

We created the Reverse Test Drive activation; using hidden cameras, we responded to participant’s comments about the car in real-time, making them reconsider their brand bias and rethink the criteria they were using to judge the car.

Execution

We looked for a media approach that would get the broad reach our brand couldn’t usually afford in above the line media. That’s why we turned the traditional new model Test Drive day into a memorable brand experience that would be inherently shareable online.

The campaign began with the Reverse Test Drive activation, where a number of participants had their encounter with our judgmental Sat Nav. People’s reactions during the activation were later turned into a film for facebook that was shared through the newsfeeds of relevant, potential customers.

Outcome

The buzz generated by The Reverse Test Drive was overwhelming, generating conversation, intrigue and positive sentiment from prospective Skoda buyers. To date, the film created out of the activation has delivered more than 1.3m video views on facebook, 4k shares and an average video engagement time of 31 seconds. Skoda Superb launch stock sold out in all dealerships nationally within 4 weeks.

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