AWARDS
- FWA Design Award
THE CHALLENGE
ŠKODA was launching its first all-electric SUV, the ENYAQ iV, a car that was designed to disrupt the market and reflect ŠKODA’s design and quality credentials. The overarching brand challenge has always been that buying a ŠKODA is seen as a sensible purchase; one often made by older, analytical men. In order to diversify their audience and continue to drive sales, it was important to try and shift brand perceptions. The car itself helped to do this - but we wanted the launch of the ENYAQ to do this, also.
THE WORK
We took our lead from the ENYAQ’s modern design, to create an immersive website experience that went beyond ŠKODA’S more functional brand website; to allow user to explore the ENYAQ and its most exciting features. The strategy behind the whole campaign played on the idea that an electric vehicle does not have to come at the expense of quality design. In the ATL campaign, this was shown through two robots: GR-RR & PU-RR. We leant into the TVC and used this concept to highlight both the eco credentials of the ENYAQ (PU-RR); and the modern, sleek design ‘attitude’ credentials (GR-RR). Users could explore both sides of the vehicle by selecting which mood they were in.