Cannes Lions

SKODA SUPERB

ARCHIBALD INGALL STRETTON, London / SKODA / 2004

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Overview

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Overview

Description

Creative centred on the proposition 'It might earn you more respect than you think'. It was enclosed in a 'courier bag' marked 'Urgent Delivery' to ensure the prospect received it in pristine condition. Inside a plastic sleeve 'Dave, the postman', had slipped a delivery note, asking for advice about his geraniums. Further inside another envelope, containing a Superb brochure and letter, was stickered with 'VIP mail' and 'Deliver by hand' as if the post office had recognised its importance.

As a further mark of respect, the potential Škoda owners were given the opportunity to take an extended test drive.

Outcome

The mailing was a massive success, outstripping expectation and achieving an outstanding 10% response rate. Over 7% higher than anticipated and Škoda’s best ever direct marketing performance.

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