The Škoda Elroq World Premiere: BE MORE ELROQ

On October 1, 2024, Škoda unveiled its first Modern Solid design vehicle, the all-electric Elroq, in Prague. The brief: create a groundbreaking world premiere to maximize media reach, particularly in European core markets.
SCHACHZUG led the creative direction, crafting an experiential launch format to set new standards for engagement, accessibility, and digital integration:
1. Accessibility First
Instead of a press-exclusive event, the unveiling took place in public, right in the heart of Prague.
2. Sparking Curiosity
A 7m LED cube floating on the Vltava River captivated audiences three days before the reveal. It was the experiential eye-catcher and main display for communication on-site loaded with dynamic, shareable content. Passersby fueled organic reach via social media, generating buzz ahead of the event.
3. A guest journey to remember
On premiere day, 450 journalists and influencers were shipped to the reveal location on 2 boats, each carrying a covered Elroq. From the decks the guests experienced a film on the cube that culminated in the live unveiling of the Elroq, which emerged from the kinetic cube in a captivating showdown.
4. Prioritizing Content Creation
Instead of lengthy speeches, the 10-minute reveal show focused on engagement. Seven Elroqs in curated settings encouraged hands-on content creation, giving guests the freedom to explore.
5. Seamless Brand Storytelling
Pre-com clips and reveal film were created in close collaboration with Škoda’s marketing department creating synergies AND a holistic storytelling for both the trade press and the public. The campaign linked the Elroq’s USPs to fascinating everyday facts, reinforcing Škoda’s brand positioning as an Explorer Brand: “Curiosity makes us smarter.”
6. Delivering Measurable Impact
The LED cube’s pre-premiere content was monitored via gesture tracking. Based on the emotional impact the cube playlist was optimized daily.
The reveal streamed live exclusively via influencer Jolie Sharp. Right after the event the complete show was released on Skoda’s own channels while a QR code directed audiences to Škoda’s website, enabling immediate vehicle configuration and orders.
Results (First 10 Days)
• 1,900 articles & posts
• 202M net reach
• 99% positive sentiment