Škoda: A truly 'Superb' World Premiere

On 2nd of November in 2023 we celebrated a truly superb world premiere – the new Škoda Superb made his public debut. One of the most successful cars in the company's history and a milestone for the brand and the people.
To emphasise the importance of the car for the country, we decided to stay in Czech Republic – the home of Škoda Auto. Dolní Břežany, a few minutes south of Prague represents a new era and fits in with Škoda's mission to help the world live smarter. From a Renaissance castle to the world’s most powerful laser – building on the successes of the past and evolving towards future.
But what do you do when you've found the perfect city, but there's no suitable venue?
Right - you create one!
By transforming the futuristic sports hall of the local school into a breathtaking event location, guests were surprised as soon as they arrived. A huge LED with a width of 20 metres welcomed the guests inside. Two more LEDs in the triangular shape of the well-known Škoda facets formed the visual frame of the stage and added the brand's unique CI to the media architecture.
The floor was used as another media surface. Projectors created a projection mapping of 30x15 metres, which completed the overall picture from the raised grandstand.
Interactive highlight: the responsive floor.
With the help of a tracking system, the floor reacted to all movements on the stage. The speakers were able to move freely - and the content reacted accordingly. The highlight was the final unveiling of the car. Four brand new Škoda Superb cars took to the stage. Thanks to tracking, it was possible to highlight important messages and facts on the floor through the driving movements.
After a short deep dive by the board members, all cars were accessible to the guests - with a focus on detailed content creation to maximise PR coverage. This resulted in a net reach of 74 million after the first 60 hours and a positive perception rate of 99%.