Make Every Km Count
View the case- Brand
- Skoda
- Year
- 2023
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Installation
- Agency
- Borabora Studios
Objective
Škoda wanted its "Let's Explore" brand philosophy and the "Make Every Km Count" campaign — the idea that a trip's value lies in the experience, not the distance — to be something showroom visitors physically did, not just watched on a screen. The brief was to turn passive booth traffic into active participation, where every visitor's own effort added kilometres to one shared, real-time total. The stop also served to introduce Škoda's sustainability direction and the Vision 7S concept to motor-show audiences in Lyon and caravanning-show audiences in Barcelona.
Solution
Visitors clip on an RFID badge at the entrance and use it to activate stations across the hall. At the centrepiece station, up to four people gather around a touch table and steer a physical token across "Škoda Island," a map built from the beaches and landscapes of the brand's TV campaign, uncovering hidden stories tucked into the scenery as they drive. Every station works the same way — tap the badge, play, bank kilometres to your own count and to the running total of everyone in the building. That collective total feeds an 8×3-metre tunnel called The Odometer, where the combined distance from all visitors becomes a live wall of particle-driven light and sound. On the way out, visitors tap their badge one last time at a checkout terminal and receive a personal summary of the kilometres they earned.
Results
Across Lyon and Barcelona, 18,000 visitors took part and together banked more than 5 million kilometres inside the exhibition; in Barcelona alone, over 8,700 people played across 4 days, accumulating 2.7 million of those kilometres.
- 1
Each visitor receives an RFID badge at the entrance to the Škoda pavilion, which they tap to activate every station they visit; each tap and interaction earns kilometers that are added to a running collective total shared by all visitors.
- 2
At a touch-and-token game table, up to four players badge in together and see a shared island world built from the visual language of Škoda's TV campaign, rendered across the tabletop screen.
- 3
Each player drives by placing a physical token on the screen and moving it, steering a car across the island's beaches and landscapes.
- 4
Reaching points of interest on the island unlocks hidden brand stories, rewarding exploration with content rather than points alone.
- 5
Kilometers driven accumulate on a shared counter, with all four players at the table contributing cooperatively to one total.
- 6
Beyond the driving table, the same RFID badge activates other stations along the route, including a sound shower, each adding further kilometers to the collective count.
- 7
Visitors pass through the Odometer, an 8x3-meter rear-projection tunnel where the combined kilometers of every guest drive a real-time reactive audiovisual particle installation.
- 8
At checkout, the visitor taps their badge again to receive a personal summary showing how many kilometers they collected and the path they took through the exhibition.
