The “New Power of Škoda” – a dealer event of superlatives with which Škoda has rung in a new era in its corporate history in the Czech capital of Prague.
To spread the sense of a new era and its strategic and emotional dimensions among the global dealerships, Škoda held a two-day World Dealer Conference in Prague. This was quite an unique event: more than 5,000 dealers from more than 100 countries came together in two locations in the Czech capital to get to know the new power of the brand. VOK DAMS was the full-service lead agency who, during a six-month planning phase, developed and managed the highly emotional show, focusing on the new brand values.
The business meeting and the subsequent evening event took place in the newly refurbished O2 Arena. As one highlight of the business meeting, VOK DAMS produced the unveiling of the new corporate design, including a modified car logo and a refreshed communication logo. The 5,000 dealers and guests of the Volkswagen Group were given an exclusive preview of the new brand identity of Škoda three weeks before the presentation to the public.
The transition from business meeting to evening event was unique. As the presentation of the new brand identity ended, the floor on which the speakers of the business meeting stood just minutes before began to rise. In an impressive act accompanied by evocative lighting effects, a second floor opened up underneath the business meeting floor. This second floor was the center of the evening event, featuring performances of superstars Anastacia and DJ Tiësto who performed a song that had been produced exclusively for Škoda.
The second day was another cornerstone of the brand’s communication. Accompanied by senior management, the dealers were given a tour of a sample showroom that demonstrated the new dealer CI and interior in great detail. With a service concept that showed great attention to detail (participant management, travel- and luggage logistics for all guests, etc.), VOK DAMS allowed the guests of the event to experience Škoda’s human touch first-hand.