The new Skoda Karoq is a sleek, modern and compact version of the SUV, aimed at city dwellers. In line with the brand strategy: “Another Way”, the new model offers high-quality performance for the daily commute and the possibility of escaping the city for weekends away. The car was designed to facilitate and enhance people’s everyday lives as well as their vacation time. So in one of Paris’ most frequented metro stations, we gave Parisians a taste of what it would be like to own a Karoq, by creating a ground-breaking outdoor campaign…that actually took them outdoors.

Given that Parisians spend an average of 92 minutes stuck in the underground every day, for the launch of the Skoda Karoq, we wanted to take them somewhere else. We created a unique experience called “Station with a View”. We recreated, on a larger scale, the interior of the new Skoda Karoq on a metro platform in a Paris station. The two billboards were fitted with giant screens and became the two windows of the car. Beautiful landscapes were projected on the screens. These images had been filmed from a Skoda Karoq that had been equipped with cameras and driven all over France for five days. As commuters waited for their trains, they were able to enjoy the experience of a peaceful trip around France, contemplating the scenery, even though they were on a metro platform in Paris.

“Another Way” is the Karoq claim, but it is also a way of communicating and existing. To draw city-dwellers’ attention and interest, we needed to show them something out of the ordinary, something that broke with their daily routine. The campaign illustrated Skoda’s capacity to surprise and innovate, in a way that was both simple but also very visible.

In the Gare de Lyon, a central Parisian metro station, over the period of a week, two standard 4m x 3m billboards were transformed into giant screens that represented the car’s windows and displaying images of a car trip through France. We worked with influencers to amplify the concept and create engagement and content on social media. Media and automobile journalists were informed about the operation, both in France and internationally.

6 784 132 contacts inside the Gare de Lyon

4 986 162 paid impressions on social media

7 000 000 PR impressions