The integrated agency Archibald Ingall Stretton has created two
direct-mail campaigns for Skoda.
The first of the two executions, "Live with the badge", is designed to
support brand work from Fallon. It aims to tackle prejudice against the
Skoda brand by making people more comfortable with the Skoda badge
Creative also uses the line "Live with it for a while" in the strapline
alongside a visual that features the badge on a pillow and a recipient
lying next to it with a cheeky grin on his face. The mailing then
invites the recipient to take a test drive in either the Fabia or the
The second mailing is the "factory" pack, which uses a light-hearted
approach to target owners of the original Octavia model. The message of
the mailing is that although the new Octavia is similar in looks to the
old version, it does sport many improvements.
The mailing, which arrives in a manila envelope, is designed to look
like an official document from Skoda's head of technical development and
research in the Czech Republic. It comes complete with an employee file
and a logbook.
The "live with the badge" mailing was art directed by Steve Stretton and
the copywriter was Matt Morley-Brown. The "factory" pack was art
directed by John Treacy and the copywriter was Dan Colley.