PARIS, FRANCE – With the goal of dramatically changing the perception of the brand in the eyes of the French public, the dynamic duo of ŠKODA France and ROSA PARIS made their mark with the campaign Ugly in the ‘90s (elected Grand Prix Stratégies 2019), Waiting isn’t an Option (Grand Prix Effie 2020 Gold in Automotive category), Will & Chuck, Sleep Package, Ride of the Walkyries…
The Czech brand has successfully grown its business (+ 0.54% market share in France between 2017 and 2020). A clear sign of its ambition: to be among the top 5 European auto manufacturers by 2030.
The ENYAQ iV, the culmination of the brand’s rebirth
With the launch of the ENYAQ iV, its first 100% electric vehicle, ŠKODA France is upping the game. With its top-of-the-range finishes, advanced technology and range of up to 534 km (WLTP cycle), the ENYAQ iV makes it possible to combine electric power and long distances.
Antoine Weil, the brand’s marketing director: “With the ENYAQ iV, ŠKODA is entering the electric vehicle market with an attractive design, exceptional range and unparalleled quality. An allure the brand is showing off proudly with its evolution over the last few years.”
For Sacha Lacroix, General Manager of ROSA PARIS, the opportunity was too good to miss: “The ENYAQ iV is a chance to make the choice of ŠKODA an even prouder one in the eyes of the French.”
“If I had known”: more than a campaign, a 360° activation
The idea: for anyone who has recently bought a car from a competitor and then realizes their mistake in not having chosen the ENYAQ iV, ŠKODA France wants to show some generosity and a lot of empathy… by simply offering them the possibility of trading it for an ENYAQ iV!
To announce the contest, never-before-seen in the automotive sector, the brand is launching a 40 second film across its social networks (Facebook, Instagram, Twitter, LinkedIn and Snapchat). In line with the brand’s quirky, offbeat comedies and its characteristic tone, the film follows the protagonist from laughter to tears as he realizes he’s made the wrong choice of automobile…
Gilles Fichteberg, co-founder of ROSA PARIS: “We wanted to show this very proud guy’s transition from laughter to tears, as he suddenly realizes the mistake he’s made. But not just any old way. As always, with ŠKODA we try to surprise, to break the codes of classic automotive advertising. By leading viewers down this phony path, we make them share the character’s emotions so they end up realizing, like him, that they may not have made the right choice themselves!”
All you have to do is use the #SiJavaisSu (#IfIHadKnown) filter on Instagram or Snapchat to enter a drawing for a chance to win the possibility to trade in their car for an ENYAQ iV. A filter that allows you to incorporate the ENYAQ iV in 3D into any environment, the ideal way to see what it would be like to own one.
And so that as many people as possible get a chance, the operation is scheduled over a period of two weeks and the brand has astutely multiplied points of contact to include as many people as possible: social media, targeted digital, contextualized DOOH, influence… with content adapted to each medium depending on the objectives.
So, are you going to try your luck?
BRAND : ŠKODA France
Director of marketing : Antoine Weil
Marketing & Client Experience Manager : Marie-Charlotte Bosvieux
Advertising and Media Manager : Céline Hahn
Digital and Social Media Manager : Stéphanie Cantau
Social Media : Émilie Le mentec
Customer Experience & Data Performance Manager : Sébastien Toussaint
CREATIVE AGENCY : ROSA PARIS
Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
Chief Creative Officers : Gilles Fichteberg and Jean-François Sacco
Copywriter : Julien Perrard
Art Director : Athina Perroux
Motion designer : Yann Lesteven
Managing Director : Sacha Lacroix
Business Director : Romain Bruneau
Client Director : Maxime Persuy
Account Manager : Clara Bizet
Junior Account Manager : Elisa Berthouloux
Social Media Manager : Julie Gueulet
Head of production : Élodie Jonquille
TV Producers : Valérie Judek and Héloïse Duquenoy
Communications Director : Lauren Weber
Communications Manager : Manon Grebert and Anouck Vallez
PRODUCTION : MIDI MINUIT
Directors : Giles Ripley
Producers : Khalid Tahhar et Karine Takooree
Chief Operator : Julien Meurice
Production Director : Margaux Monneri
POST PRODUCTION : ROYAL POST
Post-Producer : Jonathan Trebois
Sound Studio : Schmooze