A new entry in Rosapark and Škoda’s collection of campaigns that DON’T fit the automotive industry’s advertising “rules and clichés”. This time, just a few days before the new school year in the northern hemisphere, the partners have launched sleep package.

If you don’t relate to it, you’ve never driven passengers around, but it’s especially relatable at the end of the summer holidays (given that nearly 4 out of 10 French people prefer to drive to their holiday destinations according to an Ouest France report in August).

The Sleep Package, a USP available as an option, consists of two adjustable headrests so that passengers can finally get some proper, comfortable sleep. And that means no more stupid positions and silly photos.

Gilles Fichteberg, co-founder and chief creative officer at Rosapark, commented, “The success of this campaign is in its realism, in the truth of the images. It was essential that the models really looked like they were asleep. That’s what makes the visual impactful and why people understand it immediately. It’s one of the main reasons we chose to work with Sophie Ebrard, the photographer. She has a very humanist approach to the way she directs her models and uses light.”

After the partners’ two previous campaigns Doug the Dog and Will & Chuck, this third instalment again underlines Škoda’s being in tune with its consumers’ needs.

Paul Barrocas, marketing director at Škoda France, stated, “Rosapark has yet again found a way to help us stand out in the crowd, by creatively promoting a USP as something that is without a doubt useful in people’s everyday lives.”

The Sleep Package campaign’s series of tactical outdoor ads have been displayed since the middle of August, both digitally and on the back of lorries on motorways in the South of France, and bus shelters in coastal towns. A social media activation also ran at the end of August inviting Twitter users to share photos of themselves or of their friends and family in the most bizarre positions.

The campaign aims to help Skoda emerge from a difficult 2020, following a record year in 2019 when registrations were up by 16%. It heralds the new generation of the OCTAVIA model, the arrival of e-mobility with more than ten new electric models hitting the market before the end of 2022 and the official reveal of ENYAQ, the brand new all-electric SUV on September 1.

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Credits:  

Agency: Rosapark 

Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco

Copywriter: Dimitri Lucas

Art Director: Anthony Lietard

Managing Director: Sacha Lacroix

Group Account Director: Romain Bruneau

Account Director: Maxime Persuy

Project Manager: Clara Bizet

Strategic Planner: Louise Imbert

Social Media Manager: Clément Bonnet

Community Manager: Céline Mingot

Art Buyer: Phitsana Dieu

Print Production & Post-Production: Julia Flusin & Delphine Cotellon

Communications Director: Lauren Weber

Photographer & Director: Sophie Ebrard

Agent: Wyatt-Clarke & Jones

Production: 5roadz

Print Post-Production: Nick Nedeljkovic

Client: Škoda France 

Marketing Director: Paul Barrocas

Head of Communications: Marie-Charlotte Bosvieux

Head of Media & Advertising: Marie Chedeau-Maire

Head of Digital and Social Media: Stéphanie Cantau

Head of Network Marketing: Émilie Le mentec

Customer Experience & Data Performance Manager: Sébastien Toussaint