ŠKODA airs first live commercial created by Isobar Poland
ŠKODA Poland has produced and aired a live advertisement, "Nowa Bovska FABIA," reaching 2.6 million on tv and 500,000 people through online live streams. To promote the new ŠKODA FABIA model, Isobar created the strategy and delivered an integrated campaign, that included production of a 60-second spot shot live, in one take. The ‘mastershot’ was broadcast simultaneously on TVN television and main online polish news services including Gazeta.pl, WP.pl, Facebook and YouTube platforms, influencer channels, Cinema City Arkadia cinema and on TV screens in MediaMarkt store.
The advertisement features Bovska, a young Polish musician singing "You Got It" by Roy Oribson to ensure it resonated both with the ŠKODA FABIA older target demographic, and younger, safety conscious consumers.
On Saturday 6th of October, during the ad break of “Got Talent” on TVN, viewers watched the unique film, created and broadcast live. Online viewers could also watch ‘behind the scenes’, and watch interviews with Rafał Masny from AbstrachujeTV who was directing the production. Immediately following the 60-second commercial, Bovska opened a concert to promote the new album "Kęsy" on Gazeta.pl, WP.pl and in social media to launch the artist's concert tour.
Skoda has lead the automotive market in Poland the last 9 years, and wanted to use the ad to demonstrate ambitions
Arkadiusz Gwizdek, Marketing Director of the ŠKODA brand said, “This bold realization shows that our brand can afford to take on many challenges - including innovative and unconventional ones”
120 people were involved in the production of the ad including experts from ŠKODA Polska, Isobar Polska, Propeller Film, PHD Media Direction, Dentsu Aegis Network, TVN and TVN Media, and the event was directed by Tadeusz Śliwa.
Joanna Biernacka, Creative Director, Isobar Polska said, “There will probably be many people who would say that mastershot, moving sets, trick shots, vehicles in commercials or video mapping are forms used in the advertising industry for a long time. However, no one has ever produced a production that would use all these elements at once, in one, 60-second form and for this live!”
To create the ad, the largest set in Poland, a 2000m2 hall, was dressed as a city complete with four ŠKODA cars, a motorcycle, neon signs and a video mapping, imitating a house with a garage. A “Making of” film was created to show the advertisement production from the perspective of the makers and the audience.
Media planning and buying was delivered by PHD Rocket media house (Media Direction Group) in cooperation with Isobar Polska and included an extensive communication plan in cooperation with TVN online and TV. Isobar also collaborated with with WP and Agora on supporting social media content and was the campaign was extended through Digital Out Of Home channels and cinema.
Arkadiusz Gwizdek, Katarzyna Misztal, Michał Cabaj
Isobar Polska, - strategy, creation and implementation
Initiators of the action: Natalia Skrzypek, Roman Terelak
The concept of "Nowa Bovska Fabia Live": Łukasz Żuławski, Robert Kubicki
Creation: Robert Kubicki, Łukasz Żuławski, Joanna Biernacka, Łukasz Kotliński
Moderation: Joanna Andryszewska, Przemysław Mystkowski
Content: Kamil Malinowski
Studio: Artur Gański, Piotr Polit, Michał Solarski
Agency producer: Marta Kartasińska
Coordination: Jan Zagrodzki, Anna Krawczyk, Łukasz Kazimierczak, Tomasz Bartnik
Propeller Film – production of the ad
Directed by Tadeusz Śliwa: Tadeusz Śliwa
Photos: Michał Dąbal
Steadycam: Fares Corbani
Scenography: Dariusz Walaszczyk
Music: Roy Orbison "You Got It".
Cover in arrangement: Jana Smoczyñskiego + Bovska
Lecturer: Daniel Pachelski
Production: Jarosław Boliński, Marcin Imach, Damian Opałka, Konrad Wróbleski