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Tribal Worldwide's Immersive Digital Experience Takes You Inside ŠKODA’s First Fully Electric SUV

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Strategy behind the ENYAQ iV campaign plays on the idea that an electric vehicle does not have to come at the expense of quality design

Tribal Worldwide's Immersive Digital Experience Takes You Inside ŠKODA’s First Fully Electric SUV

Automotive brand ŠKODA UK has partnered with global agency Tribal Worldwide to create a digital experience to drive awareness and desire for ENYAQ iV. This car will be SKODA’S first fully electric SUV.     

Tribal brings the design, personality, performance and advanced product features to life through a new digital experiential campaign, devised to encourage onsite interaction and bring people closer to purchase.

“We have created a rich immersive online experience that allows people to discover two sides of the New ENYAQ iV. As part of the launch campaign you can explore the exterior and interior features that demonstrate the ENYAQ iV’s electric side, which focusses on its green, eco-credentials whilst allowing you to flip your environment to reveal the attitude side; which brings to life the innovative design features of this amazing EV,“ says Stuart O’Neill, Tribal’s creative director responsible for this project.

The ENYAQ iV is the most technically advanced model ŠKODA has ever launched, and is available to order in the UK now with a choice of two battery sizes.

ŠKODA are targeting a diverse audience who are united in being time poor, with a taste that is not expensive and who are open to products with a green footprint. They are likely to have a family and in need of a car that can accommodate that, so Tribal Worldwide’s creative approach and execution needed to visually resonate with this audience.

The strategy behind the campaign plays on the idea that an electric vehicle does not have to come at the expense of quality design, and that driving an electric car does not make you ‘an angel’. In the television commercial, created by Fallon, this is shown through two robots: GR-RR & PU-RR. Tribal Worldwide used this concept throughout the digital creative to showcase the eco credentials of electric (PU-RR) and the design credentials of attitude (GR-RR).

Tribal Worldwide have captured these dual ideas to build an experience which allows people to see the beauty of the model, allowing them to get up close to the core features, and to feel as though they are being transported into the two worlds of the ENYAQ iV, one which holds up the slick design and the other which marks it’s environmentally friendly purpose.

Nathan Still, who leads digital marketing and transformation at ŠKODA, says: “We’ve been working with Tribal for a long time now, but the launch of the ENYAQ iV was a great opportunity for us to develop a fresh experience that is creative and beautiful. We wanted to ensure our first fully electric SUV really shone and the experience we’ve developed allows for this to be seen and experienced.”

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Credits

Title/Project: ENYAQ iV Digital Experience

Client: Skoda

Digital Marketing and Transformation at ŠKODA UK: Nathan Still

Agency: Tribal

Senior Account Director : Alexandra Harrison

Creative Director: Stuart O’Neill

Creatives: Tom Charter, Ivo Lazarov

Head of design: James Monaghan

Design: Mij Jahir

Motion: Rapheal Bejar

UX: Sunny Kumar, Peter Bircak

Interactive Production: Goodboy

CG Production: Punctum Images

Technical Director: Matt Payne

Dev and Q&A: David Geary, Oscar Mukaru

Planner / CSU Director: Samuel Chapman & Darren Savage

Client Services: Alexandra Harrison, Christina Caillard, Charlie Williams, Rowan Lewis

Senior PM: Savroop Kaur

Project Management: Camille Tapia, David Harrison

Data Science: Marina Kabanova

Categories: Automotive, Cars

lbbonline.com, Thu, 24 Jun 2021 10:30:00 GMT