Škoda Has Sweet Dreams With Rosapark In Latest Campaign
For the past 3 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%, 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: “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: “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.
CREDITS:
ADVERTISER: 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
AGENCY : ROSAPARK
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
PRODUCTION
Photographer & Director: Sophie Ebrard
Agent: Wyatt-Clarke & Jones
Production: 5roadz
Print Post-production: Nick Nedeljkovic
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.