How do you bring to life the roomy interior of Russia’s biggest small car? Get people living in it for a day. Obviously.
Considering the Skoda Fabia’s fun, youth-oriented target market, BBDO Russia looked to communicate with young Russian holidaymakers, travelling to Moscow for the annual cultural season.
A Skoda Fabia was transformed into a hostel – complete with a double bed, curtains, pillows, and free Wi-Fi. It was parked in a beautiful park in the middle of the city – the perfect overnight stay (and one certainly worth talking about).
This campaign was basically silence-proof. The uniqueness & exclusivity of the experience makes it something consumers will innately want to tell people about – whether they stayed as a guest, or merely saw it in the park.
The car, of course, could be taken for a ride around the city during the guests’ stay, further solidifying advocacy & genuine recommendations for the Skoda Fabia.
Watch the video: Skoda Fabia Hostel