Creative built on the position that Skoda ownership 'might earn you more respect than you think'. Providing a helpful 'translations' CD and booklet, it enabled prospects to understand some of the compliments they could receive if they purchased a Fabia vRS.... from unexpected sources such as sports cars enthusiasts and younger, more streetwise ‘petrol heads’.

Translations included slang such as “No way dat burns black” (I can’t believe it’s a diesel) and “Yeah, rude blower” (You’ve got a nice exhaust). The CD also contained an amusing rap, 'Yoda in a Škoda' written and rapped by a very enthusiastic vRS owner.

With a response rate of 2.49% and a fantastic conversion of 2.19%, the DM strengthened the brand positioning and connected with the more youthful audience. They even helped to put the Škoda Fabia vRS in the rather enviable position of having a waiting list.