Czech This Out

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Skoda Auto’s promotion campaign in the City of Prague is being presented as a perfect example of converging digital and traditional marketing tools, blended to create a unique and highly memorable experience. Laegas Delaney, the advertising agency behind the idea, decided to exploit Skoda Auto’s participation in the financing of the renovation of Prague City Museum.
 
The campaign involved the combination of a large format facade print covering the construction site, a 46" outdoor LCD multimedia system with integrated touch screen and camera from imotion, a 2m x 2m LED display and a promo campaign web site. This enabled Skoda Auto to create an innovative and highly engaging campaign.

 
Museum passers-by could take a photo at the site and could upload their photos using the website. These photos would then appear on the LED screen placed in front of the facade. The idea was for all to participate in the renovation by lighting up the facade with a smile, thereby contributing to the restoration of one Prague’s many jewels.
 
An imotion 46" portrait single-sided unit, adorned with Skoda branding, and equipped with a touch screen and IP camera, was an integral part of the solution. It was able to actively involve target audiences on the spot, and also to share information about Skoda and the museum itself. The imotion unit was chosen by Skoda Auto, who demanded a high performance, high reliability and aesthetically pleasing solution worthy of the location and the purpose. After the campaign, the unit will easily be able to be transformed into a museum info point, drawing passers-by to the museum itself.
 
The company believes that in the future we can expect a steady increase in these sorts of high concept promotional campaigns which actively engage the audience. The technology possibilities of digital signage give advertisers an opportunity to engage specifically with audiences who are interested. Advertising could actually become a pleasant experience!