Škoda unlocks hidden paths in ‘Day For A Detour’ platform, via PHD, DRUM and Urban List
Vehicle manufacturer Škoda is helping upcoming school holiday road trippers create the best experience for themselves on the road, via a campaign from PHD, DRUM and lifestyle publication, Urban List.
Škoda’s ‘Day For A Detour’ campaign was prompted by research that uncovered that more than eight million Australians have plans to undertake road trip domestically in the next six months. On average, these travellers are expected to stop for eight minutes to refill their tanks.
The platform transforms petrol stations into prime locations for a detour “using geo-specific [out-of-home] OOH placements”. Additionally, Urban List is hosting a digital hub that expands the campaign, allowing people to access consumer promotions, long-form videos and “nationwide detours”.
The publication is also expected to launch several “pop-up venue collaborations” consumers can visit to indulge in custom eats from Urban List and Škoda.
“We know our customers love to explore and with ‘Day For A Detour,’ we’re inviting all Australians to turn every road trip into a memorable adventure,” said Nathan Mitchell, digital manager at Škoda.
“Our campaign celebrates the joy of exploration by uncovering hidden gems and transforming routine stops into extraordinary experiences. We’re thrilled to partner with DRUM, PHD, and Urban List to make every journey this school holidays unforgettable.”
According to Anna Boldyreva, business director at PHD, it’s imperative to establish authentic connections with audiences within the automotive market, especially since its a competitive ecosystem.
“In today’s crowded automotive market, standing out means more than just being seen – you need to create real, emotional connections with your audience,” Boldyvera said.
The director went on to explain her team’s approach to the campaign, saying: “That’s why we’ve gone beyond the usual media channels. Our specialist content team, DRUM, uncovered a unique touchpoint: gas stations. By activating together with our partner Urban List during school holidays, we’re capturing people quite literally on the road, at a time when they’re more open to exploration and discovery.”
“We’re incredibly proud of ‘Day For a Detour’ and the collaborative effort behind it,” added DRUM’s account manager, Ella Garbett.
“This campaign not only celebrates Australia’s hidden treasures but also the quintessential Aussie spirit of adventure. Škoda and Urban List are a match made in explorer heaven.”
The automotive campaign will launch month.
News of its release comes days after PHD announced that Eileen Ooi – former chief executive officer (CEO) at OMG Malaysia – will be taking up the mantle of its Asia Pacific CEO.
Credits:
Media Agency:
PHD
Noel Gate – group business director
Denise Martin – business director
Anna Boldyreva – business director
Content & Creative Development:
DRUM
Ella Garbett – account manager (DRUM)
Chloe O’Shea – snr. account manager (DRUM)
Erin Fletcher – director of projects & operations (DRUM)
Publisher
Urban List
Daniel Harris – commercial director
Felicity Johnson – client service director
Advertiser
Škoda
Kieran Merrigan – head of marketing & product
Nathan Mitchell – digital manager
Chloe Chan – digital marketing specialist
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