There are Christmas carols making merry everywhere in Sweden right now. “Everyone” knows the words to them. Changing them grabs attention. So does a car brand asking the owners of rival brand cars to buy its cars instead. Nord DDB has combined both of these into a very fun stunt and a campaign full of wit and wonder.
For the campaign, The Škoda Christmas Conversion Choir, Nord DDB borrowed the renowned children’s choir, Adolf Fredrik’s Music Classes, led by conductor Tony Margeta, and surprised customers of competitor brands with old-fashioned Christmas carolling – with new lyrics encouraging them to reconsider their choice of car brand.
“With a generous dose of humour, we at Škoda are keen to direct people’s attention to our newly updated, fully electric Enyaq. Teaming up with the amazing Adolf Fredrik Music Classes and getting into the Christmas spirit, we’re aiming to spread some laughter and joy,” stated Stefan Nygren, marketing director at Škoda Sweden.”
The new, updated carols include We Wish You a Merry Enyaq, Silent Ride, When You Wish Upon a ….star and the Swedish song, A thousand Enyaqs are now being charged (originally, A thousand Christmas candles are now being lit). Each of the reimagined songs highlights the product advantages of the all-electric Škoda Enyaq and, in some instances, sends a humorous jab to competitors.
“In our collaboration with Škoda, we’ve rolled out a variety of campaigns that are fun, witty, and imaginative, something that’s extra important during this busy time when so many brands are vying for attention. Škoda might not be the biggest, but they can be the smartest, and who wouldn’t open their door to a delightful choir singing Christmas carols, even if the songs are about trunk space, test drives, and value for money?” noted Josephine Wallin Ankarstrand, creative director at NORD DDB.”
The choir, made up of boys and girls aged 11-13 and led by conductor Tony Margeta, surprised about ten homes in the suburbs of Stockholm – each with a competitor’s car parked outside. More surprise visits may be in the pipeline.
“Collaborating with Škoda to bring people joy through festive Christmas songs was tremendously fun. Christmas carolling, or ‘car-olling’ as we like to call it, can make people pause and savour the moment a bit more. Given the smiles and cheers our talented boys and girls received, we’re considering another round of performances before Christmas Eve,” Tony Margeta commented.
Credits
Client: Škoda
Creative Agency: NORD DDB
Art Director:Teodor Nisbel Fjäll
Copywriter: Viktor Einarsson
Creative Directors: Josephine Wallin Ankarstrand, Peter Dixelius & Joel Ekstrand
Chief Client Officers: Magnus Tengzelius & Cornelia Bruzelius
PR: Joel Sköld
Designer: Petter Mollberg
Design Director: Dennis Phang
Production: Bleck
