Skoda's 'Simply Clever' brand message reflects a number of
features that the car manufacturer has introduced to make car
owners' lives easier, such as installing a removable,
battery-powered LED flashlight that can be used to change a flat
tire, a luggage restraint system in the car boot to stop bags
rolling around and a dedicated slot in the door for an umbrella. A
remote controlled car boot is one of the features of the Skoda
Superb Estate car, making it convenient for passengers to open up
the trunk when loaded up with heavy items. These sorts of features
are normally best demonstrated on the showroom floor, but Skoda
wanted to find a way to allow people to experience the feature
without leaving their sitting rooms.
There are two main channels in Poland that have been around
since the communist era and are therefore widely accessed. These
are TVP1 (conventionally on channel 1) and TVP2 (on channel 2).
Skoda then screened two television spots simultaneously on the two
channels - one featuring the Skoda Superb Estate with the boot door
closed and one with the boot door open. When people were viewing
channel 1, they would see a shot of the rear end of the car along
with the message "to open the boot press 2 on the television
remote". In doing this they would switch over to the channel
showing the boot open on channel 2, thus perfectly demonstrating
the ease with which the car's new feature works.
Conventionally in Poland Skoda's 92 showrooms receive around
35.000 visitors per week. The ad enabled 4m people to experience
the Skoda Superb Estate car's innovative features.