Skoda Interactive TV Ad Campaign
Written on Friday, November 19, 2010
Right about now you're thinking... "What? Interactive TV? What is he on about? Isn't that the box you sit idly in front of, just watching?"
Well, let's take a look at how an idea that breaks the conventional perceptions we have for mediums (and other things of course), revolutionizes our views.
In a classical example of 'thinking outside the box' the people who designed the ad - Change Integrated, Warsaw - took the only interaction you have with the TV (that of the remote) and turned the medium into a truly interactive advertising channel, by purchasing ad airtime on 2 channels simultaneously, so that when you change the channel you see the ad-related result of your interaction.
The Skoda Superb Estate remote control boot was test driven by television viewers in Poland this year with a pair of television commercials designed for Skoda Auto Poland. The majority of Polish TV viewers in Poland watch TVP1 on Channel 1 and TVP2 on Channel 2, a legacy from the days when only two channels were available. Two commercials were broadcast simultaneously on the two channels, one with the boot open, one with the boot closed. To open or close the boot, viewers just needed to use their television remote to change the channel. The campaign won a Bronze Direct Lion at Cannes and has just been awarded the Grand Prix for Film at the Golden Drum Awards.
Here's the campaign video as well.. Do take a look:
Skoda has manufactured some great cars and bagged the best of the awards for the year.They are now at the top with the best number of awards and accolade unheard of.