The creative positioning for the Fabia hatch is ‘Full of lovely stuff’ and the positioning for the vRS is ‘Made of meaner stuff.’ To engage our audience, we tried to find the perfect people to match each car – the loveliest person would win a Fabia hatch and the meanest, a Fabia vRS. We created a Facebook app that scanned each entrant’s profile to decide if they were lovely or mean based on their activity and then awarded them a lovely or mean score. To boost their score, entrants could invite their friends to play and award lovely or mean points.

Over 8,000 people played our Facebook competition and, as the closing date drew closer, a ‘bidding war’ erupted as those at the top end of each scale fought desperately to get as many last-minute votes as possible. And they didn’t just visit the site to play the game: over 12,000 brochures were downloaded and over 100 test-drives requested.In terms of cold hard sales, 132 Fabia vRS models were ordered over the campaign period, helping us to beat our target for the year with 529 orders against a target of 500.