Proximity Russia and Skoda launched the first in-car hostel in Moscow.
Philosophy
An unusual accommodation has recently appeared in Moscow. Skoda Fabia, a car advertised for the most spacious cabin in its category, was transformed into a real hostel: with a comfortable double-bed, pillows, free wi-fi, and everything needed for a comfortable stay. Yes, it had a bathroom next to the car just in case. The hostel was placed at «Izmaiolovo Park» , one of the most pleasant parks in the city to provide a great view for the guests.
Result
The project was created by the advertising agency Proximity Russia (BBDO Russia Group), in a partnership with the acommodation website Tripping.com: every time someone was searching for a place to stay in Moscow, surprisingly, the Skoda Hostel appeared in the results, and users could book it online and spend one night there. The only payment accepted were likes, tweets and shares.Guests could also take the car for a ride around the city, so each booking became a full scale test drive. The hostel was fully booked, and had great feedback from its guests.