CAMPAIGN DIRECT AWARDS 2002: Campaign Gold Award - Best Overall Execution

How do you tackle anti-Skoda sentiment? Archibald Ingall Stretton sent cold prospects a Skoda badge. The campaign invited them to "live with it for a while

and encouraged them to take the rest of the car for a test drive when they were comfortable with the badge.

According to Millward Brown, which was measuring anti-Skoda feeling, negativity about the brand dropped from 42 per cent to 34 per cent of car buyers.