Home to the world's best marcomms innovation
(Read more)

Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 2,500 case studies of leading marcomms innovation.


Simply clever TV ad

  • thumbnail

    Get Flash to see this player.

  • Skoda "Interactive" TV ad
  • Skoda Two ads running in parallel
  • Skoda Interactive TV ad

Skoda's 'Simply Clever' brand message reflects a number of features that the car manufacturer has introduced to make car owners' lives easier, such as installing a removable, battery-powered LED flashlight that can be used to change a flat tire, a luggage restraint system in the car boot to stop bags rolling around and a dedicated slot in the door for an umbrella. A remote controlled car boot is one of the features of the Skoda Superb Estate car, making it convenient for passengers to open up the trunk when loaded up with heavy items. These sorts of features are normally best demonstrated on the showroom floor, but Skoda wanted to find a way to allow people to experience the feature without leaving their sitting rooms.

There are two main channels in Poland that have been around since the communist era and are therefore widely accessed. These are TVP1 (conventionally on channel 1) and TVP2 (on channel 2). Skoda then screened two television spots simultaneously on the two channels - one featuring the Skoda Superb Estate with the boot door closed and one with the boot door open. When people were viewing channel 1, they would see a shot of the rear end of the car along with the message "to open the boot press 2 on the television remote". In doing this they would switch over to the channel showing the boot open on channel 2, thus perfectly demonstrating the ease with which the car's new feature works.

Conventionally in Poland Skoda's 92 showrooms receive around 35.000 visitors per week. The ad enabled 4m people to experience the Skoda Superb Estate car's innovative features.

Have Your Say

Please register to add comments.

Brand Owner:
Volkswagen Group
Change Integrated
Media Owner:
Telewizja Polska
Media Channel:

    Free Trial

    Experience full access to Cream.

    Get your free trial

    Cream Shuffle

    Stuck for ideas? Use our automated inspiration tool.

    ShuffleClick to shuffle
    • Odel
    • Sri Lanka
    Read more

    Right Brain, Left Brain Blog

    A dream team of industry pioneers from around the world share their expert opinion

    More from the blog

    "You know you're fabulous, you've just scored a goal"

    Pineapple Dance studios may have just been cancelled, but the spirit of Louis Spence lives on. Fans and players can rejoice in every World Cup goal, through the medium of dance. Still, as Louis tells us (even though he just...

    Mark St Andrew

    Read more

    Regardez le clip video!

    UK electro-indie band Marina & the Diamonds stars in this awesome viral offering from Stella Artois as part of its retro-60s themed Recyclage De Luxe campaign. A dubious link is made between Marina singing in space and the lightness of...

    Gemma Taylor

    Read more

    I see bikinis and I want them painted black

    Someone really doesn't like the new H&M campaign. 14 bus shelters around East London have been hit in the last month. Unsurprisingly, religious conservatives and radical feminists have all been blamed. At least Banksy's got a good alibi.

    Gemma Taylor

    Read more

    How To...

    Cream guides that help you navigate the changing communications landscape.

    Promote a pint

    Cream looks at innovations in the world of beer marketing.

    Read more

    RSS Feeds

    What is an RSS Feed?

    Latest news

    Latest case studies

    Best ROI case studies

    Latest Campaigns of the Week

    Latest digital case studies