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Campaign Spotlight: Skoda Promotes its Sleep Package For Less Awkward Car Rides with help of Rosapark

FRANCE–For the past three years, ŠKODA and Rosapark have been waking up the world of automotive advertising in France. With the aim of bringing about a drastic change in perception, they made quite an impression with the Ugly in the 90s campaign (which won the Grand Prix Stratégies in 2019), Doug the Dog and more recently Will & Chuck. Just a few days before the new school year, they’ve done it again with Sleep Package.

After a record year in 2019, with registrations up by 16 percent, there seems to be no stopping ŠKODA’s development. Even as France slowly comes out of a difficult period, ŠKODA announces a new generation of the OCTAVIA model, the arrival of e-mobility with more than 10 new electric models hitting the market before the end of 2022 and the official reveal of ENYAQ, the brand new all electric SUV on the 1st of September.

This year, ŠKODA returns, more energetic than ever before, with a new campaign that all those holidaymakers on the roads will particularly appreciate. Especially this summer, when we’ve seen nearly 4 out of 10 French people preferring to drive to their holiday destinations*.


You know what it’s like … you’re comfortably settled in the back of the car, lulled by the sound of the engine and the passing landscapes, and sleep creeps up on you. Your eyes close, your body relaxes, your head drops from left to right and very quickly you find yourself in a very improbable position. Your neck is at a 45° angle, your face is crushed up against the window and your arm stuck is in the seatbelt. You’ve had a very bad sleep and you look completely ridiculous. And that’s all it takes for your loved ones to make fun of you and rush to capture your contortion act to share on social media.

ŠKODA wanted to acknowledge and respond to this insight, familiar to anyone who’s ever tried to get some sleep on a car journey. The Sleep Package, a USP available as an option, consists of two adjustable headrests so that passengers can finally get some proper, comfortable sleep. And that means no more stupid positions and silly photos!

Gilles Fichteberg, Co- Founder and Chief Creative Officer at Rosapark said, “The success of this campaign is in its realism, in the truth of the images. It was essential that the models really looked like they were asleep. That’s what makes the visual impactful and why people understand it immediately. It’s one of the main reasons we chose to work with Sophie Ebrard, the photographer. She has a very humanist approach to the way she directs her models and uses light.”

After Doug the Dog and Will & Chuck, this 3rd installment once again highlights the fact that ŠKODA is in tune with its consumers and its ability to constantly in-novate to respond to their behaviour and needs.

Paul Barrocas, Marketing Director at ŠKODA France remarked, “Rosapark has yet again found a way to help us stand out in the crowd, by creatively promoting a USP as something that is without a doubt useful in people’s everyday lives.”

The Sleep Package campaign has gone out to meet people on holiday. With a series of tactical outdoor ads, displayed since the middle of August, both digitally and on the back of lorries on motorways in the South of France, and bus shelters in coastal towns. There is also a social media activation planned for the end of August that will invite Twitter users to share photos of themselves or of their friends and family in the most bizarre positions.


ŠKODA FRANCE Marketing Director: Paul Barrocas
Head of Communications: Marie-Charlotte Bosvieux
Head of Media & Advertising: Marie Chedeau-Maire
Head of Digital and Social Media: Stéphanie Cantau
Head of Network Marketing: Émilie Le mentec
Customer Experience & Data Performance Manager: Sébastien Toussaint

Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Copywriter: Dimitri Lucas
Art Director: Anthony Lietard
Managing Director: Sacha Lacroix
Group Account Director: Romain Bruneau
Account Director: Maxime Persuy
Project Manager: Clara Bizet
Strategic Planner: Louise Imbert
Social Media Manager: Clément Bonnet
Community Manager: Céline Mingot
Art Buyer: Phitsana Dieu
Print Production & Post-production: Julia Flusin & Delphine Cotellon
Communications Director: Lauren Weber

Photographer & Director: Sophie Ebrard
Agent: Wyatt-Clarke & Jones
Production: 5roadz
Print Post-production: Nick Nedeljkovic

About the Author

Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.

Partner with adobo Magazine

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