Gail Chiasson, North American Editor
ŠKODA UK brought to life its third-generation Fabia model at London’s Waterloo Station last week with an innovative augmented reality experience.
From Monday Feb. 9 to Friday, Feb. 13, 2015 more than 2 million commuters at the country’s busiest railway station were invited to customize their very own ŠKODA Fabia to reflect their individual personalities.
Once they had selected their ŠKODA Fabia design, users sat in front of a green screen located on the train station’s concourse, and then saw themselves in their personalized Fabia on the Motion Waterloo digital screen.
Partnering with media agency MediaCom, and JCDecaux, ŠKODA’s experiential event used cutting edge technology to project every individual Fabia design onto the country’s largest indoor advertising screen.
With a choice of 14 colours, three colour concepts and five interior combinations, there will be a total of nearly 100 ŠKODA Fabia designs to choose from.
“ŠKODA is a brand that is synonymous with its values: ‘Combining clever engineering with a human touch’, so it was key that our media strategy for the launch of ŠKODA Fabia was truly innovative,” says Niall McEvoy, marketing communications manager at ŠKODA UK. “We used Augmented Reality to give the public the opportunity to personalise a ŠKODA Fabia and to see their car build around themselves up on the giant Motion screen at Waterloo. This will give our customers a powerful and memorable ŠKODA brand experience, showcasing the range of customisation available in the new ŠKODA Fabia, stealing attention and kick-starting the social interaction around our launch.”
The 18-model Fabia range arrived at ŠKODA retailers across the UK Jan. 30 with prices starting from £10,600 OTR.
The new ŠKODA Fabia includes 19 ‘Simply Clever’ features that make life easier. From easy-to-use smart technology to increased space and practicality, the new model is all about making everyday driving more pleasurable.
The ŠKODA Fabia ‘Simply Clever’ features include a DAB digital radio, Bluetooth, folding bag hooks and flexible storage in the boot, storage pockets on the inside edges of the front seats and front and rear door bottle holders, as well as the optional Simply Clever Pack that includes multimedia holder, rubbish bin in the door pocket and a net programme for the boot. Among many other features, the vehicle has six air bags and tire pressure monitoring.
The new ŠKODA Fabia is the first ŠKODA ever to feature MirrorLink and SmartGate technology, connecting the smartphone to the vehicle.
Skoda, building vehicles, beginning with bikes since 1895, is headquartered in Mladá Boleslav, Czechoslovakia. It has belonged to Volkswagen since 1991. It delivered over one million vehicles to customers worldwide in 2014.
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