August 07, 2013
When Proximity Russia (BBDO Russia Group) were tasked with showing a new generation of car buyers how spacious the Skoda Fabia was, they came up with this cool idea. They transformed the car into a hostel and partnered with with the accommodation website Tripping.com: every time someone was searching for a place to stay in Moscow, surprisingly, the Skoda Hostel appeared in the results, and users could book it online and spend one night there. The car was parked at Izmaiolovo Park, one of the nicest city parks so it had great views as well as everything else you could need – a comfortable double-bed, pillows, free wi-fi, a yes a bathroom just next to the car. If you were lucky enough to book a stay in the car the only payment accepted were likes, tweets and shares. Guests could also take the car for a ride around the city, so each booking became a full scale test drive. The hostel was fully booked, and had great feedback from its guests.
I always advise my clients not to just tell people, but show them – Skoda did just that. (via bestadsontv)