AIS uses Local Heritage theme in Skoda mail

LONDON - Skoda is backing the launch of a special edition of its Octavia model with a direct mail campaign by Archibald Ingall Stretton that aims to show how consumers could earn kudos from owning one.

The pack features a plaque, similar to the Local Heritage plaques displayed on houses where famous people lived, on which the recipient's name appears. Under the name, the copy reads: "Skoda Octavia driver lives here."

The tongue-in-cheek mailing contains a brochure and a Skoda badge, which carries the familiar line "It might earn you more respect than you think", which has been used in previous activity.

The accompanying letter explains the additional features of the special edition model such as a leather steering wheel, alloy wheels, cruise control and metallic paint.

It is being sent out to 20,000 prospects and customers and also aims to encourage the recipients to take a test drive.

Lindsey Bain, Skoda's communications manager, said: "In terms of customer satisfaction, the Octavia is already among the top ten cars in the UK, so the extras included in the Ambiente SE make it an even more compelling proposition. AIS has created a pack that underlines this message."

The pack was created by the art director Mark Hanson and the copywriter Kristian Foy.

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