Make every km count - Skoda Exhibit Game

Objective

Škoda launched the 'Let's Explore' brand philosophy to reframe travel experiences beyond mere distance covered. The interactive exhibition in Lyon and Barcelona (September–October 2023) aimed to engage visitors and celebrate journeys that matter. The campaign 'Make Every KM Count' positioned travel experiences as the true measure of distance, transforming a car brand message into an immersive, participatory event that resonated with the brand's vision of exploration and discovery.

Solution

BoraBora Studios created a 1,200+ square-meter interactive exhibition combining multiple technologies: a touchscreen-based multiplayer car game supporting up to four simultaneous players on 'Škoda Island,' where visitors collected kilometers through exploration; an 8×3 meter back-projected tunnel installation called 'The Odometer' displaying real-time collected kilometers as reactive art; and a short and long-range RFID tracking system integrated into visitor badges to create personalized journey data. Players tapped their RFID badges on touchscreen tokens to navigate scenic island environments and activate hidden stories. Upon checkout, accumulated kilometer data generated customized personalized journeys visitors could take home. The exhibition ran at Lyon Motor Show (September 28–October 1, 2023) and Barcelona International Caravanning Fair (October 7–10, 2023).

Results

The exhibition attracted approximately 18,000 visitors who collectively gathered over 5 million kilometers. The immersive experience successfully translated Škoda's advertising campaign visuals into an interactive world through a multi-player car game, achieving engagement through collaborative gameplay and personalized journey summaries provided to visitors at checkout terminals.