SkodaHenge

Launching the new Citigo

SKODA invited their fans to come and celebrate the future of city driving with an automotive homage to Stonehenge made entirely from scrapped cars. 

Overview

 ŠKODA tasked Taylor Herring with creating a brand activation campaign to raise awareness of the new Citigo, a car designed for city driving.

 Background thinking….

 With the launch set for June we proposed tying in with the Summer Solstice and creating an alternative Stonehenge with a Citigo car at its centrepiece.

Creative

The installation consisted of 18 scrap cars, arranged as six ‘henges’ in the style of Stonehenge.  Artist Tommy Gun was engaged to oversee the original piece of automotive art. 

Gun, a self-taught artist who specialises in big sculptures often made from machine parts, has exhibited at Chelsea Flower Show and The Grand Designs Show, Olympia, and was commissioned to produce a sculpture for the Tour de France.  He was brought up on a farm where he used to build and create things from discarded machinery.

The structure was erected in Potters Field by Tower Bridge where it was placed across spiritual ley lines, mapped for us by expert David Furlong. 

After the Summer Solstice the sculpture would make a star appearance at the Goodwood Festival of Speed.

Execution

Taylor Herring worked closely with a production team to create the commanding 30 tonne structure. 

The team spent a month creating the installation on a farm in East Sussex. 

Citihenge was then transported to London in sections and erected on site in less than 12 hours.

The structure was engineered to withstand force 12 hurricane winds and is 100% recyclable.  Each ‘henge’ stands 5 metres high by 5 metres wide.  

Citihenge was photographed and filmed during the installation phase and again once it was completed. 

The resulting images were sent to media along with a press release, while the ‘making of’ video was made widely available on the same day that the structure was unveiled.

Results

Print coverage appeared in a variety of sites and newspapers including Metro, Daily Mail, Telegraph, The Sun, Guardian, Shortlist, Daily Star, BBC Online, Sky News and Evening Standard, and featured on London Tonight on TV and on the website.

Key portals that covered the story included homepage news items and video on MSN cars, Yahoo and AOL.

 The total reach of the campaign is estimated at over 250 million and footfall at both the Potters Field and Goodwood sites, where an experiential team were handing out leaflets directly to tens of thousands of members of the public.