In Sweden, Škoda does not have as big a marketing budget as many of its larger competitors. While car brands such as BMW and Volvo can often be seen in large advertising spaces with their car models, Škoda has to find other ways to be seen.

And three years after launching their first fully electric car, Škoda once again faced the challenge of effectively showcasing the new Enyaq Coupé iV to a new target group.

The overall objective was to reach people who don't drive Škoda today. So to deliver our message directly to competitor's customers it was key to reach the audience in a highly targeted and relevant way.

Media insight: by recognizing that most modern cars come equipped with a rear-view camera, we were able to leveraged this technology to create a new type of media space, and an ad experience that is both surprising and memorable.

Big car brands dominate big outdoor media, but Škoda has a smaller budget compared to its larger competitors. So we created a whole new media channel instead.

By using cars' reverse cameras as a completely new media channel, we got Škoda's fully electric Enyaq Coupé iV into the cabin of our competitors' cars. The ads were placed in several parking lots around Sweden and appeared on the dashboard screen inside cars while they parked.

With fun messages the ads made people consider a Škoda car, while sitting in a Volvo, BMW, Ford, Audi, Tesla, or a Mercedes for that matter. Basically any car with a reverse camera. That’s how Škoda's competitors became Škoda's media space.

The campaign is more than non-traditional outdoor ads that got into competitors' cars – it's a new advertising format. Dashboard Billboards is in talks with JCDecaux to become an official advertising medium in Sweden.

Big car brands dominate big outdoor media, but Škoda has a smaller budget compared to its larger competitors. So how can you get infront(behind) of every car owner, no matter what brand they drive?

We did it by using the reverse cameras in competitor cars. The ads contained fun and witty messages that made drivers consider Škoda's fully electric car as a viable option for their next car purchase.

The target audience was Swedish drivers of all major car brands, but especially those of competitor brands like Volvo, BMW, Ford, Audi, and Tesla.

This strategic move allowed us to reach a large number of people in a very efficient and precise manner while leveraging a previously untapped and innovative advertising method. As electric cars disrupted the car industry, the strategy behind this idea was to create an electric car campaign that disrupted how cars are usually marketed.

The idea creates a new kind of media space, and was implemented in Sweden's most busy parking lots, so everything from placement to design had to be reimagined in comparison to a traditional OOH campaign. The billboards were executed to make sure that they appeared correctly on the display of different car models and brands. For example, the ads were mirrored to be right-facing when seen on the Dashboard display.

The timeline was strategically planned to coincide with the launch of the new Enyaq Coupé iV, during Christmas shopping, ensuring maximum exposure and relevance in our messaging.

As the execution needed a high degree of customization, a crucial part was to make the idea in collaboration with JCDecaux. It helped us to get the rights to place the billboards at popular locations, and scale the idea by being able to produce as many outdoor ads as possible.

- + 1 700 000 impressions

- + 100 000 monthly visitors to the website

- + 45% increase in customizing a Škoda on the website

- + 300% ROI in media value

And most importantly, Dashboard Billboard invented a new format. A new, highly contextualized way for a car brand to reach out to potential customers while in their car. Utilizing Škoda's underdog position in Sweden, the idea turned a small budget into a cost-effective campaign and created an impact by thinking smart rather than big. And in the end led more people to try customizing their own car on Škoda's website. And even another car brand, Volkswagen, recognized the idea with two simple words "Touché Škoda". Dashboard Billboard could be adapted as an advertising medium around the world – turning outdoor ads into inside car advertising.