Škoda
Electric, but Škoda
Electric cars have an image problem. Increasingly perceived as a car for ‘others’. Kale-smoothie? Hot-yoga anyone? But we love solving problems for Škoda and so we’re tackling the stereotypes around electric cars head on with our latest campaign: Electric, but Škoda.
A playfully distinctive film, set in a typical(ish) British cul-de-sac, kicks us off. A new family moves into the neighbourhood to find themselves quickly judged for the electric car they drive. The neighbours gossip creates the narrative as we poke fun at the various stereotypes we’ve unearthed along the way – “I bet they bought their car with crypto”.
The WhatsApp Group
We use social media to get deeper into the world of our neighbours and challenge their misguided views with Škoda’s accessible but desirable cars. We bring to life the cul-de-sac’s WhatsApp group where we can really enjoy the gossip that feels like it comes straight out of our own local groups. We watch as the neighbours make bizarre assumptions and jump to various conclusions in the group chat, all the while, gently making our point and positioning Škoda as the approachable face of electric.
“Skip the Stereotypes” and “Ask Škoda”
Along-side this, we’re cleverly using interactive elements of pre-rolls and paid social to invite viewers to ‘skip the stereotypes’ as opinionated neighbours go on comically endless EV rants to camera unless they’re stopped by the viewer. We follow this up with a series of films called ‘Ask Škoda’ – which uses neighbourhood characters to voice the most common questions and misperceptions about electric cars, before directing audiences to the helpful answers on our website.
Additionally, collaborations with a range of relatable influencers (including gardening and upcycling experts) demonstrate how practical, simple, and reassuringly familiar Škoda’s electric range is.
