Skoda has always been an odd bird in Sweden, built in the Czech Republic and considered as a cheap alternative to Swedish cars. Skoda has been forced to take quite a lot of shit over the years.

We wanted to use these prejudices - but turn them into an asset. The new Scout is a car that really can take some shit: with enhanced cushioning and four-wheel drive it can handle almost anything. Simply put: BUILT TO TAKE SHIT.

The campaign was centered around an event where we let people throw all the shit they had on the Scout. Instead throwing verbal shit at someone they could take their negative comments and write them on the site. The comment was transformed into an equivalent amount of shit, which was thrown on the Scout.

A test driver then drove away with the car, proving it really was built to take shit.

The campaign was centered around an event where we let people throw all the shit they had on the Scout. Instead of throwing verbal shit at someone they could take their negative comments and write them on the site and let someone who could handle it receive it. The comment was transformed into an equivalent amount of shit, which was thrown on the Scout.

A test driver then drove away with the car, proving it really was built to take shit.

The campaign was widely talked about in both traditional and social medias.

The awareness of the Octavia Scout increased with more than 10% and sales of the car increased with more than 20%.