Czech car manufacturer Škoda has ‘hijacked’ its competitors with a uniquely innovative out-of-home campaign devised by Nord DDB’s Stockholm office.
The audacious guerrilla campaign utilises the rear-view camera feature now present in many vehicles to display miniature out-of-home boards placed at the back of parking spaces.
Designed by Swedish miniature artist Christopher Robin Nordström, the ‘Tiny Billboards’ campaign intelligently targets drivers at a time when they can’t help but have their eyes locked onto their screens.
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“This is one of the most stressful and cluttered times of the year. In order to break through the noise, we chose a different, and literally small, approach to communicate by talking to Škoda’s potential customers through their competitors. If you can’t be the biggest, you can be the smartest,” Nord DDB art director, Josefina Norén said.
Running across several Swedish cities, the activation enables Škoda to ‘hack’ into drivers’ rear-view cameras to promote its growing range of electric vehicles.
Škoda Sweden heads of marketing, Stefan Nygren added: “With this innovative and slightly different approach, we at Škoda hope to be able to draw attention to our growing range of electric cars, and also offer the recipient an opportunity to smile during an otherwise very stressful time of the year.”
