The ŠKODA Octavia “Loved, not owned” campaign uses ethnography and Every Thing We Touch as a unique visual storytelling technique to create a snapshot in time of the Octavia owner’s lives and the relationship they have with their car; told through the objects that travel in them.
"We engaged independent & world-renowned ethnographer, Paula Zuccotti to investigate the insight that owners really loved their ŠKODA Octavias." Jon Lefley, Creative at Fallon London
Initially engaging ŠKODA Octavia owners via a social outreach campaign; hundreds of respondents were distilled down to 6 owners from across Britain who demonstrated the versatility of usage, and diversity of ownership to become a snapshot of British ŠKODA Octavia ownership. From a rural GP, to an NCT mum, to a search and rescue winch man to a marketing manager and farmer and more.
“If you want to learn about owners' love for their car, you just need to see them interacting with them. The way they customise them, the way they treat them, the way they load them. All the little features that they love about them, and all the objects that travel with them" ....“Ethnography involves observing from the inside, using this lens we’re better able to observe and understand the way people use, relate to, drive, and ultimately feel about their cars”, Paula explained.
The integrated campaign is running online (through key publisher takeovers, on YouTube, through social channels, and as a campaign site), and ATL in press and OOH format. The “Loved, not owned” proposition will continue to be developed throughout the rest of the year, beginning with a social campaign to widen the reach of this unique take on the relationship between car, and owner.