Digital creative agency, ais London and ŠKODA UK today debuts its social media campaign - The ŠKODA Attention Experiment - to support the national launch of ŠKODA Fabia, What Car? Car of the Year 2015. 

Challenged to get the new model in front of as many consumers as possible whilst highlighting the cars attention stealing new design, ais London created a highly shareable piece of social content specifically designed with newsfeed and social behaviours in mind. The ŠKODA Attention Experiment challenges consumer’s to see if the new Fabia really can steal their attention – using ‘change blindness theory’.  

Commenting on the campaign, Geoff Gower, Executive Creative Director at ais London, said: “Branded content tends to be either too much of an ad or so determined not to be an ad, that it doesn't make sense for a brand to do it at all. We wanted to go above and beyond the standard beauty shot you see from so many automotive brands and bring to life the meaning of ‘Simply Clever’ to a broad audience. This is a minute long eulogy to the new ŠKODA Fabia presented in a way that makes the viewer experience something totally new and unexpected. For me, it hits the sweet spot between ad and content.”

Harry Melsom, Facebook (Automotive Solutions Lead), said: “The ŠKODA Fabia change blindness experiment is a clever and bold example of how brands can venture outside of their comfort zone with longer format content and not lose sight of designing for feed. Viewers are in for a rich reward.”

Mindseye were responsible for the filming and editing The ŠKODA Attention Test, which is the latest piece of work from ais London for ŠKODA UK; a client of the digital creative agency for over 14 years.