The new ŠKODA Fabia was being positioned globally as having 'Attention Stealing Design'. We worked hard to develop content for our audience that would both entertain and amaze them, bringing “stealing attention” to life with the Change Blindness Test. The theory being that if you focus on something for long enough, you often won’t notice other things changing before your very eyes.

This is a minute-long eulogy to the new ŠKODA Fabia that hits the sweet spot between ‘ad’ and 'content', rewarding the viewer enough to make them watch it again and, importantly, share it.

This minute-long eulogy to the new ŠKODA Fabia hits the sweet spot between ‘ad’ and 'content', rewarding the viewer to make them watch it again and, importantly, share it.

Creating something entertaining was part one, deciding who we should push it to was part two. We nailed our target audiences to make sure that we only targeted people we knew might genuinely like the new Fabia.

We later targeted users who had watched more than 50% of the film with a Direct Response ad on their newsfeed, inviting them to download a brochure or take a test drive.

We generated over 4 million impressions on Facebook alone, with 1.6 million people watching the entire video. And the views weren’t just for a couple of seconds – the average watch time was 39 seconds.

The push on Facebook led to a viral effect and the film went global. 4 million impressions turned into 24 million web impressions worldwide.

We generated 4,793,807 views on YouTube. And the film was voted Campaign’s ‘Ad of the week’ and Ad Week’s ‘Top 5 ads of the week’.