ŠKODA UK brought to life its third-generation Fabia model at an innovative week-long augmented reality experience at London Waterloo Station.
From Monday 9th to Friday 13th February 2015, more than two million commuters at the country’s busiest railway station were invited to customise their very own ŠKODA Fabia to reflect their individual personalities.
Once they had selected their ŠKODA Fabia design, users sat in front of a green screen, which was located on the train station’s concourse, and then saw themselves in their personalised Fabia on the Motion@Waterloo digital screen.
With a choice of 14 colours, three colour concepts and five interior combinations, there were a total of nearly 100 ŠKODA Fabia designs to choose from.
Partnering with MediaCom, one of the world’s leading media agencies, and global out-of-home advertising specialists, JCDecaux, ŠKODA’s unique, experiential event used cutting edge technology to project every individual Fabia design onto the country’s largest advertising screen.
Niall McEvoy, Marketing Communications Manager at ŠKODA UK, said: “ŠKODA is a brand that is synonymous with their values: “Combining clever engineering with a human touch”, so it was key that our media strategy for the launch of ŠKODA Fabia was truly innovative. We used Augmented Reality to give the public the opportunity to personalise a ŠKODA Fabia and to see their car build around themselves up on the giant Motion screen at Waterloo. This gave our customers a powerful and memorable ŠKODA brand experience, showcasing the range of customisation available in the new ŠKODA Fabia, stealing attention and kick-starting the social interaction around our launch.”