Skoda Octavia vRS launch by Archibald Ingall Stretton

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Archibald Ingall Stretton and its online arm Dais have developed an integrated campaign to back the launch of the high-performance Skoda Octavia. The creative idea uses the Jekyll and Hyde-style characters Dr Skoda and Mister vRS to highlight the car's opposing characteristics -- practical yet exciting. Their story is told online in a blog by the character's daughter. She tells how by day he's a respectable GP, but at night and at weekends, he craves adventure and excitement, which he gets from driving his car. A mail pack contains a reversible eye mask, which is either good or evil, depending on which way up it is held. Recipients are encouraged to take a test drive or request more information.

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Released: 08 December 2005

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Credits

Project
Octavia vRS launch campaign
Brief
To promote the dual nature of the new Octavia
Client
Lisa Kirkbright, communications manager, Skoda
Creative agency
Archibald Ingall Stretton
Writers
Matt Morley Brown (AIS), Jonny Watson (Dais)
Art directors
Martin Lythgoe (AIS), Dan Harrison (Dais)
Media agency
MediaCom
Photographer
Graham Young
Exposure
Online, extreme sport sites, motoring and lifestyle pubs, customer and prospect mailing

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