For the launch of the Superb to the fleet market, Skoda needed to drive awareness, build a list of prospects and address common misconceptions surrounding the Skoda brand. The creative aimed to surprise the audience with a range of features they would expect only from a more expensive car. The results achieved double the response and ROI targets.
Title: Discovery Adventure Book Cover
Agency: Craik Jones Watson Mitchell Voelkel
Creative directors: David Brown, Mark Buckingham
Art director: Nick Traest
Copywriter: Vaughan Townsend
Account director: Hugo Firth
Account manager: Dave Miller
Client: Land Rover UK
CRM manager: Paola Casolari
Land Rover needed to to entice drivers of ordinary cars to take a look at the Discovery. The insert had to capture the audience's imagination and awaken their adventurous spirit. A dust cover of an adventure book invited recipients to wrap the cover around their book to appear adventurous or they could test drive a Discovery.