Škoda has been working on modernizing its image through newer, sleeker models and with spots like "Ugly in the 90s". The car brand is also introducing new features for its vehicles. "Doug the Dog" highlights one of its more unique accessories, the dog seat belt. 98% of owners admit to not buckling in their dog in the car and, at 50 km/h a dog can become a one-ton projectile. To illustrate that point, Rosapark agency created a humorous spot featuring Doug, the (one ton) dog.
Following "Ugly in the 90s", "Station with a View" and "Mission to Mars", ŠKODA and its agency Rosapark are teaming up again for a big and surprising campaign.
With the recent releases of its SUVs Škoda models, Škodahas transformed itself and has been increasingly attracting consumers. This metamorphosis has enabled the brand to increase its sales in France by 17.5% in 2018.
In addition to updated models, ŠKODA has designed a range of accessories that make life easier for its users, including a dog seat belt.
Yes, you read that right, a dog seat belt.
Why, you might ask? Well, once you hear that an unrestrained dog can become a one-ton projectile in an accident at only 50km/h, you’ve got your answer (1). Add to that the fact that 98% of dog owners admit to not tying up their pet in the car.(2)
To highlight this innovation, ŠKODA and Rosapark have introduced: Doug the dog.
Doug is like your dog. He’s cute, he’s endearing, he’s just ten times bigger and weighs one ton...
Sacha Lacroix, Managing Director of Rosapark, commented: "This communication demonstrates, once again, ŠKODA's dynamism and its ability to surprise, not to go where you’d expect. A DNA that can be found both in its new models and in its innovations."
“Doug the Dog” launches online March 13th along with a Twitter campaign. Tweeters can post pictures of their dog using the hashtag #DougTheDog to see what their dog looked if it weighed… a whole ton. The campaign will also be broadcast on Facebook, Instagram, Youtube and LinkedIn.
CREDITS
Agency: ROSAPARK Brand : ŠKODA FRANCE Brand Management : Paul Barrocas, Marie-Charlotte Bosvieux, Céline Hahn, Stéphanie Cantau Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco Copywriter : Naïm Souilem
Art Director : Alexandre Delvert, Robin Lassalle Managing Director and Director of Strategic Planning : Sacha Lacroix
Advising Directors : Julien Quidor dit Pasquet, Romain Bruneau Account Manager : Charlotte Permasse Strategic Planner : Alexandre Ribichesu Social Media Manager : Thomas Vincenti
TV production : Thomas Laurent
Print Production : Justine Dudognon
PR : Mélanie Colléou
1. https://www.challenges.fr/automobile/actu-auto/skoda-anticipe-l-obligation-de-ceinturer-son-chien-en-voiture_69998
2. https://www.ecoledeschiens.com/voyage-chien-voiture.html
