Škoda Kodiaq: Discover a new kind of space

Škoda Kodiaq: World Premiere
The all-new Škoda Kodiaq was revealed on October 4th, 2023 in Berlin in an extraordinary premiere set-up. Putting Skoda’s strategic positioning as an Explorers’ brand into action, SCHACHZUG aka THESE GUYS were leaving the beaten tracks to discover new, unexpected ways of revealing a car.
With the disused underground tunnel in the heart of Berlin, we found an unusual location that surprised the guests and aroused their curiosity.
By transforming the marketing claim to an activating event motto (“Explore a new kind of space”) we set the scene for our target group of journalists and influencers to not only discover the spaciousness of the new Kodiaq, but to make them active explorers on the premiere night and empower their content creation efforts in order to maximize PR reach. We transformed the venue into a unique venue with numerous photo opportunities and spots for content creation.
3 narratives formed the venue:
SUBURBAN PARK: Plants and lounge furniture created a cozy ambience in the central area.
URBAN PLAZA: Food stands, neon lights, advertising columns and a live studio charged the former track bed with urban vibes.
MOTORWAY: The 300-metre-tunnel first was inaccessible, lying in darkness except for a mysterious light spawning curiosity. As the light got stronger it opened up - becoming the buzzing centre of attraction for the reveal.
In free flow, the guests could explore the entire location and use the unique photo spots with 6 fully accessible cars. Throughout the evening, Škoda’s board members were readily available for interviews and talks, presenting Škoda as an accessible brand.
The premiere saw the first live test run of our own product: FLOW, a software based on a tracking system analysing guest flow and interaction makes events measurable. We found out that the 344 journalists and influencers spent an average of 164’ at the event, 38’ at the car with an excitement rate of 76%. Premiere and pre-com resulted in 141 million net reaches with a positive perception rate of 98%.