The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Technology as a Creative Tool
Annual ID
OS24_CT030M
About the Work
As the electric car market keeps on growing, so does the competition. The big players in the automotive industry often dominate the outdoor advertising landscape, leaving smaller car brands struggling to catch the spotlight.
Škoda faced this challenge when they introduced their latest electric car, the Enyaq. They needed an attention-grabbing idea that would set them apart from the traditional car advertisements that saturate the market.
The big objective was to make Škoda become a more competitive player in the automotive market in Sweden. Even though they can't compete with the competitor's marketing budgets.
The use of a new type of outdoor media is the core of this idea – transforming Skoda's competition into their own media space. By placing the billboards in parking lots for two weeks, the cars' reversing camera picked them up and we had a whole new media channel showcasing Škoda's latest Enyaq model. The ads had different messages that would make people consider buying Skoda, while sitting in a Volvo. Or BMW, Ford, Audi, Tesla, or a Mercedes for that matter. Basically any car with a reversing camera. Even though the ads where small, the scale of the impact was big.
Utilizing Škoda's underdog position in Sweden, the idea turned a small budget into a cost-effective campaign and created an impact by thinking smart rather than big. And in the end led more people to try customizing their own car on Škoda's website. And even another car brand, Volkswagen, recognized the idea with two simple words "Touché Škoda". Dashboard Billboard could be adapted as an advertising medium around the world – turning outdoor ads into inside car advertising. Leading to some good results for a low budget activation:
- + 5 900 000 impressions
- + 100 000 monthly visitors to the website
- + 45% increase in customizing a Škoda on the website
- + 300% ROI in media value
And most importantly, Dashboard Billboard invented a new format. A new, highly contextualized way for a car brand to reach out to potential customers while in their car.
Škoda faced this challenge when they introduced their latest electric car, the Enyaq. They needed an attention-grabbing idea that would set them apart from the traditional car advertisements that saturate the market.
The big objective was to make Škoda become a more competitive player in the automotive market in Sweden. Even though they can't compete with the competitor's marketing budgets.
The use of a new type of outdoor media is the core of this idea – transforming Skoda's competition into their own media space. By placing the billboards in parking lots for two weeks, the cars' reversing camera picked them up and we had a whole new media channel showcasing Škoda's latest Enyaq model. The ads had different messages that would make people consider buying Skoda, while sitting in a Volvo. Or BMW, Ford, Audi, Tesla, or a Mercedes for that matter. Basically any car with a reversing camera. Even though the ads where small, the scale of the impact was big.
Utilizing Škoda's underdog position in Sweden, the idea turned a small budget into a cost-effective campaign and created an impact by thinking smart rather than big. And in the end led more people to try customizing their own car on Škoda's website. And even another car brand, Volkswagen, recognized the idea with two simple words "Touché Škoda". Dashboard Billboard could be adapted as an advertising medium around the world – turning outdoor ads into inside car advertising. Leading to some good results for a low budget activation:
- + 5 900 000 impressions
- + 100 000 monthly visitors to the website
- + 45% increase in customizing a Škoda on the website
- + 300% ROI in media value
And most importantly, Dashboard Billboard invented a new format. A new, highly contextualized way for a car brand to reach out to potential customers while in their car.
2024 Awards
Total Points: 3
Merit
Credits
Agency
NORD DDB / Stockholm
Art Director
Josefina Norén
Teodor Nisbel Fjäll
Lovisa Zelioth
Chief Creative Officer
Andreas Dahlqvist
Creative Director
Hanna Stenwall
Anna Salonen
Director
Julius Hayes
Strategy Director
Albin Gustafsson
Agency Producer
Jacob Fagerström
Client Director
Magnus Tengzelius
Client Manager
Cornelia Bruzelius
Content Designer
Christian Björnehag
Creative Producer
Tobias Bergenwall
Manager Marketing & Product
Stefan Nygren
Marketing Coordinator
Jenny Hedlund
Model Maker
Christopher Robin Nordström
PR & Sponsoring Manager
Hanna Storckenfeldt
PR Strategist
Frida Rosenqvist
Senior PR Advicer
Joel Sköld
Studio Designer
Petter Mollberg Fagring
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