We Conquered Switzerland
This time, the Czech ice hockey team was eliminated in the quarter-finals at the Worlds. However, the Škoda brand represented our country until the end. It was visible everywhere: in the arenas, on the jerseys, and on the volunteers' kit. Fans took a look at the Czech cars, sang karaoke in them, and even experienced one unusual costume change.
An Epic Ride Through the Championship No. 33
The Ice Hockey World Championship took place in Switzerland with a fully electric fleet of Škoda cars. It also featured a night-time "unveiling" of the new Epiq.
The Škoda brand and ice hockey have something in common in Switzerland: both are very popular in the Alpine country. The May World Championship in Zurich and Fribourg, in which Škoda Auto took part for the 33rd time as the official main partner, was therefore a great chance for the Czech carmaker to show what it can do. Both the marketing department and the Swiss importer AMAG seized the opportunity.
53
Number of Elroq and Enyaq electric vehicles in the fleet for the championship organisers.
1,500
Approximately the number of volunteers kitted out by the Škoda brand at this year's championship.
The carmaker was once again visible everywhere – with its logo on the ice, on the boards and on the jerseys of Czech and Slovak players, among others. Škoda cars were again on display in the corners of the ice rinks in both arenas, including the eagerly awaited new Epiq. Fans could also see the playful "plasticine-style" graphics from the campaign for this model in the official World Championship app and on the big screens above the ice. A camera scanned the stands for the "most Epiq" fans (Škoda Most Epiq Fan), and the winner was chosen by a vote among the fans in the arena.
After the final game, it wasn't just the new world champions parading on the ice, but the Škoda Epiq cars too.
As usual, the atmosphere was lively around both ice arenas, where fan zones organised by the carmaker and the importer AMAG provided the entertainment. AMAG also decked out its showroom near the Zurich arena in the colours of the "Ooooh, that's EpiQ!" campaign. Skill-based hockey games awaited visitors in the fan zones. Here, people could see Škoda cars as well as the trophies for the tournament winners and the most valuable player, designed by Škoda Design. The Elroq karaoke car, which had already proved very popular at last year's championship, was on hand too. Based on previous experience, the organisers chose songs that would really get the fans going.
Jitka Nožičková
Sponsorship Management
VME – Brand Experience
I am mainly responsible for delivering the activation side of the partnership from start to finish. I have been involved in building Škoda's partnership with the Ice Hockey World Championship since 2016, and it has become a labour of love for me. Every year brings new challenges, unexpected situations and moments that are truly worthwhile. This year, we closely integrated our activation with the campaign for the new Epiq. Thanks to this, we managed to take our communication a step further, and I am convinced that we introduced this car to the world in grand style.
Jiří Čaputa
Sponsorship Management
VME – Brand Experience
My role within the partnership is to maximise the mutual value for both the Škoda brand and the hockey championship. Thanks to my previous work in the S division, I have experience of managing volunteer activities. That's why I'm pleased that we were able to dress the volunteers in Škoda colours again this year. Thanks also go to my colleagues from VAP – After Sales Strategy, Product and Price. Kitting out 1,500 people completely was quite a challenge, but together we managed it.
How the Epiq Shed Its Camouflage
The world premiere of the Epiq was scheduled for the afternoon of 19 May. By then the championship was already in full swing, and the brand-new electric car was on display in a prominent spot at the corner of the ice rink at Zurich's Swiss Life Arena, as well as at the BCF Arena in Fribourg. So it first had to be covered with camouflage featuring the familiar plasticine-ball motif. It wasn't possible to swap the car on the pedestal, so the "unveiling" crew had to step in. After Monday's games – the Swiss hosting Germany in one arena and Slovenia facing Slovakia in the other – and once all the fans had left, members of the VME – Brand Experience team set to work peeling off the cover film in secret. They heated it with heat guns to make it easier to remove and to leave as little adhesive residue as possible. Afterwards, the car still had to be cleaned, polished and covered with a tarpaulin, so that no unauthorised person would see it before the premiere.
Volunteers in Škoda colours
The carmaker provides the organisers not only with a fleet of cars but also with equipment for the volunteers, who are one of the pillars of the championship; without their dedication, it would be practically impossible to run the tournament. They help fans find their way around the arena complex and advise them on where to find their entrance or the fan zone, but they also drive Škoda cars from the championship fleet and carry out a number of other important tasks. This year, they were easy to spot in the crowd thanks to a distinctive collection of clothing in the carmaker's corporate colours. The collection included jackets, T‑shirts and sweatshirts, as well as caps and water bottles. And compared with last year's championship, the number of volunteers kitted out by Škoda Auto in this way has grown further this year.
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