OMGDOOH, Talon and PHD approached ŠKODA with the idea of creating a DOOH experience to promote their new range of SUVs. The key to the experience was interactivity, but all parties were very conscious that, during the current COVID-19 epidemic, this had to be executed in a safe, touchless manner.
Partnering with Ultraleap, their hand tracking is designed to pick up the position of a user’s hands and fingers to allow touchless interaction with a variety of applications. OMGDOOH built a unique experience, with a bespoke touchless backend to allow simple gestures and hand positioning, so users can navigate with ease.
OMGDOOH have worked closely with Clear Channel to build the best environment and media for the experience, whilst creative agency Fallon have ensured that the aesthetic was correct for the ŠKODA brand. The hand gestures incorporated into the experience include areas where to hold your hand for a short period to navigate forward and backward, and hand swipes to scroll through the range of SUVs.
The Interactive ŠKODA SUV Experience was installed on Clear Channel’s Malls Live Interactive screens at Cribbs Causeway (Bristol), Meadowhall (Sheffield), and intu Merry Hill Centre (Dudley) and ran across the Bank Holiday weekend.
Kirsten Stagg at ŠKODA added: “The award-winning ŠKODA SUV range comprises the KODIAQ, KAMIQ and KAROQ, and is one of our most important campaigns in 2020. We wanted to bring them to life in a simple and confident execution that showcased the unique features of the vehicles through an innovative and, most importantly, safe execution. Touchless DOOH technology allowed us to deliver this, in line with our wider communications, within three of the UK’s busiest shopping malls”