The new ŠKODA Fabia was being positioned globally as having 'Attention Stealing Design'. But rather than simply tell people, we needed to prove it.
Stealing attention on social is tougher now than ever. The space is oversaturated, which is why good creative that people actually enjoy and want to see is key.
We tapped into the neuroscientific theory of change blindness; a surprising perceptual phenomenon that when you’re exposed to the attention stealing ŠKODA Fabia you won’t notice a complete change of background.
We created a minute-long eulogy to the new ŠKODA Fabia, presented in a way that lets the viewer experience something totally unexpected. It hits that sweet spot between ‘ad’ and 'content', rewarding the viewer enough to make them watch it again. And, importantly, share it.
We then targeted users who had watched more than 50% of the film with a Direct Response ad on their newsfeed, inviting them to download a brochure or take a test drive.
The campaign on Facebook led to a viral effect and the film went global. 4 million impressions turned into 24 million web impressions worldwide from news sources, blogs and friends sharing our Simply Clever piece of creative.
Cannes Lions Shortlist