MORE than eight million Australians have plans to undertake a road trip within the country over the next six months, prompting Skoda Australia to feature the motoring holiday at the pointy end of its latest ad campaign.

Its research found that for the school holiday period, travellers on average are expected to stop for eight minutes to refill their tanks.

Through its campaign ‘Day For A Detour’, Skoda’s campaign from PHD, DRUM and lifestyle publication Urban List, the platform transforms petrol stations into prime locations for a detour “using geo-specific (out-of-home) OOH placements”. 

Mumbrella reports that Urban List is also hosting a digital hub that expands the campaign, allowing people to access consumer promotions, long-form videos and “nationwide detours”. It will also launch several “pop-up venue collaborations” that consumers can visit to indulge in custom eats from Urban List and Skoda.

Skoda Australia’s digital manager Nathan Mitchell said: “We know our customers love to explore and with ‘Day For A Detour,’ we’re inviting all Australians to turn every road trip into a memorable adventure.”

“Our campaign celebrates the joy of exploration by uncovering hidden gems and transforming routine stops into extraordinary experiences. 

“We’re thrilled to partner with DRUM, PHD, and Urban List to make every journey this school holiday unforgettable.”

PHD business director Anna Boldyreva said it was imperative to establish authentic connections with audiences within the automotive market, especially since it’s a competitive ecosystem.

Speaking to the media trade publication Mumbrella, Ms Boldyreva said: “In today’s crowded automotive market, standing out means more than just being seen – you need to create real, emotional connections with your audience.”

“That’s why we’ve gone beyond the usual media channels. Our specialist content team, DRUM, uncovered a unique touchpoint: gas stations.“By activating together with our partner Urban List during school holidays, we’re capturing people quite literally on the road, at a time when they’re more open to exploration and discovery.”

DRUM’s account manager Ella Garbett said: “We’re incredibly proud of ‘Day For a Detour’ and the collaborative effort behind it.”

“This campaign not only celebrates Australia’s hidden treasures but also the quintessential Aussie spirit of adventure.

“Skoda and Urban List are a match made in explorer heaven.”

The automotive campaign will launch this month.