AIS kicks off Skoda DM task using 'Live with the badge' line

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

itself.



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

Octavia.



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.



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