Škoda has teamed up with PHD, DRUM and Urban List to launch its ‘Day for a Detour’ campaign.
The campaign highlights the best natural, culinary, and cultural attractions that families and road trippers shouldn't miss.
‘Day for a Detour’ has been created in response to research that 8.2 million Australians intend to take a domestic road trip within the next 6 months, stopping for an average of eight minutes each time they fill up for petrol.
Škoda’s digital manager, Nathan Mitchell said the campaign celebrates the joy of exploration by uncovering hidden gems and transforming routine stops into extraordinary experiences.
“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,” he said.
“We’re thrilled to partner with DRUM, PHD, and Urban List to make every journey this school holidays unforgettable.”
Škoda will use geo-specific out-of-home placements that unlock captivating detours made bespoke for the area.
Housed on a custom digital hub on Urban List, adventurers can access nationwide detours, get inspired by long-form video content and engage with consumer promotions.
Urban List will also run a slew of pop-up venue collaborations where drivers can stop by for bespoke Škoda x Urban List recommended iconic eats with limited time deals.
PHD’s business director Anna Boldyreva said the company went beyond the usual media channels to create a campaign that would stand out in the crowded automotive market.
“Standing out means more than just being seen - you need to create real, emotional connections with your audience,” she said.
“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.”
DRUM account manager Ella Garbett is incredibly proud of ‘Day For a Detour’ and the collaborative effort behind it.
“This campaign not only celebrates Australia’s hidden treasures but also the quintessential Aussie spirit of adventure,” she said.
“Škoda and Urban List are a match made in explorer heaven.”
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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