ENYAQ iV SUV Electric | Fully Electric ŠKODA SUV UK | Clapboard Ad Archive

Introducing the fully electric ŠKODA ENYAQ iV SUV

Description

In June 2021, Škoda, in collaboration with ad agency Fallon, launched a captivating film campaign introducing the fully electric ŠKODA ENYAQ iV SUV to the United Kingdom market. This campaign marks Škoda’s significant step into the electric vehicle segment with their first fully electric SUV, positioning the ENYAQ iV as a compelling fusion of electric innovation and stylish design within the automotive industry. The advertisement creatively personifies the vehicle through two robot characters, PU-RR and GR-RR, embodying contrasting traits—PU-RR represents a smooth, purring electric drive, while GR-RR showcases bold attitude, inviting consumers to identify with either character. The clever use of these robot personas not only engages viewers emotionally but also highlights the vehicle’s dynamic capabilities and eco-friendly technology. The campaign’s communication strategy leverages a memorable hashtag, #purrandgrrr, to foster social media interaction and brand engagement, driving traffic to Škoda’s online platforms where potential customers can explore detailed information and immersive content about the ENYAQ iV experience. The campaign further emphasizes exclusive features such as the Crystal Face available in premium packages, enhancing the vehicle’s appeal to style-conscious consumers. With a single high-impact media asset, this campaign effectively combines storytelling, product innovation, and digital interactivity, reinforcing Škoda’s transition towards sustainable mobility solutions while maintaining brand personality. By integrating clear calls to action directing audiences to discover more via YouTube playlists and social media channels including Facebook, Instagram, and Twitter, the campaign ensures a seamless connection between television advertising and digital engagement, amplifying its reach and impact within the competitive electric vehicle market.

Credits

Client

Škoda

Agency

Fallon, Fallon London, UK

Campaign Proposition

The campaign for the fully electric ŠKODA ENYAQ iV SUV positions the brand as a forward-thinking automotive manufacturer embracing sustainable mobility without sacrificing personality or character. By introducing the ENYAQ iV as ŠKODA’s first fully electric SUV, the campaign emphasizes innovation and environmental responsibility while maintaining the brand’s reputation for practicality and accessible technology. The use of anthropomorphic characters—PU-RR and GR-RR—symbolizes the vehicle’s dual nature: a combination of smooth, electric efficiency (“purrs electric”) and dynamic, confident attitude (“grrrs attitude”), reflecting versatility appealing to a broad range of consumer preferences. Strategically, the campaign leverages a playful, relatable creative approach to demystify electric vehicles and to engage audiences who may be curious but hesitant about adopting new EV technology. By framing the ENYAQ iV with distinct personalities, it personalizes the experience, making the transition to electric more approachable and less technical. The UK-focused launch, supported by a rich digital ecosystem including YouTube playlists and active social media channels, targets environmentally conscious consumers in an evolving market seeking sustainable alternatives without compromising style or performance. The campaign also highlights premium features like the Crystal Face lighting on select trims, subtly communicating advanced technology and design sophistication to discerning buyers. Overall, the campaign reflects ŠKODA’s intent to balance innovation with accessibility, positioning the ENYAQ iV as a credible and desirable entry point into electric mobility for mainstream UK consumers.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign most likely employs the "Symbolize the Benefit" format. Key clues include the introduction of the ŠKODA ENYAQ iV alongside the characters “PU-RR” and “GR-RR,” which are anthropomorphized robots symbolizing the dual traits of the car: “Purrs electric” (quiet, smooth performance) and “Grrrs attitude” (strong, bold presence). The campaign leans into metaphor and personification by using the robots’ sounds and behaviors to dramatize and symbolize the unique selling points of the electric SUV, rather than literally demonstrating features or telling a story arc with a problem and resolution. There is no testimonial, celebrity, parody, or explicit comparison; instead, the creative center is representational and stylized, focusing on how the product feels and performs through symbolic characters. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats