In Russia, there is no specific restriction or regulations imposed by TV stations, government or other regulating body regarding Branded Entertainment. Excluding tobacco, pharmaceutical and alcoholic advertising, nothing is directly prohibited.

But, in the largest country of the world, with more than 143 million of people, composed by dozens of different ethnic groups with different culture, the biggest challenge for Branded Entertainment is how to make localized activation/promotion be a success in the whole country.

The activation put the target audience, never touched before by Skoda, in direct and intense contact with the product.

Besides sleep in the car, to finalize the experiment, the guests could take the car around the city, so each booking resulted in a full scale test drive.

The hostel was fully booked during the entire week of the activation, and had a great feedback from its guests.

"It is better than Ritz Carlton"

"Unforgettable experience. The car is more spacious and comfortable than I imagined"

" Actually is not a bad idea to live in this car"

Test driving requests increased 23% in the 2 following months after the activation.