Developed while at Havas Helia, I led the design for Škoda's 'Million Miles Giveaway,' offering the first 475 orders of the new Elroq between 2,000–10,000 free miles of public EV charging – a total of one million miles up for grabs. With just three weeks from brief to launch, I was responsible for developing the campaign identity, key visuals, and overall look and feel.
Škoda's challenge was to make the wait for an Elroq test drive more enjoyable. The design needed to engage the EV market, clearly communicate the prize draw, and stay on-brand. A simplified prize-wheel forms the central lock-up, symbolising the giveaway mechanic, while a glowing effect evokes the electric vehicle theme. I worked closely with an animator to bring the visuals to life, drawing on the semiotics of game culture and the strip lighting often seen in EV headlights and interiors, and even incorporated the sound of a Škoda EV for the wheel's spin.
Assets included emails and a microsite. The campaign successfully engaged customers, with the million miles claimed within months.
