Škoda Octavia RC (Remote Control)
Škoda introduced their renewed Octavia in the Netherlands. The tagline was ‘Improved on over 50 points’. In fact it was changed in so many ways that you could hardly recognize it as a Škoda. And we had to make sure that people didn't miss out on this model.
So we created an idea that drew attention to the Octavia, that would draw people's attention to the fact that this was Skoda's new model. We wanted people to stop and stare, literally. We decided to introduce a brand new version of the Octavia. The Octavia RC (Remote Control). We equipped an Octavia with an online connection and cameras and parked it in different locations throughout the Netherlands.
Visitors of the campaign website could use the remote control to honk the horn, flash the lights, rev the engine, and activate the wipers. And created unexpected situations for passers by... Reactions could be viewed instantly via the various livestreams.
We decided to use a seeding strategy to generate attention. It kicked off by adding a tab in the Octavia’s product site that mentioned the Octavia RC before the actual campaign went live. The Dutch automotive press were calling Škoda HQ when the Octavia RC tab appeared, and it kick-started discussions on fan forums.
Blogs started posting about the car, and it was even mentioned in the leading Dutch national newspaper.
Digital campaign materials
