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The 14% Experiment demonstrates that with the Skoda Octavia you get the most car for your money. Yes, size does matter.
Problem
How do we increase the market share of Skoda in the highly competitive 14% addition segment within the car market?
Solution
With the Octavia you get the most car for your money. Literally. We asked drivers of other 14% addition models to participate in ‘the 14% experiment’. Very simple: try to put 3 foam characters (14%) in your car and win € 1,400. The participants were filmed with hidden cameras. In the meantime, an Octavia driver is also taking part in the experiment. Because of the space that the car offers, he manages to get everything exactly in the car. Thanks to the hidden cameras and unscripted participants, apart from the SKODA driver, we received very genuine responses.
Skoda X Wetransfer
To push the campaign further we did an activation on Wetransfer where you could send larger files than normal. Instead of the normal 2 GB you could send ten times as much. The interest was high and all the Wetransfer Plus accounts where given away within two days.
Awards
EFFIE Awards Silver
ESPRIX Awards Bronze
SAN ACCENT Shortlist
ADCN Finalist Digital