Creative built on the position Skoda ownership 'might earn you more respect than you think'. By 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.