CAMPAIGN DIRECT AWARDS 2003: Best Use of Inserts

COMMENDATION Title: Damn Agency: Archibald Ingall Stretton Creative directors: Steve Stretton, Matt Morley-Brown Art director: Richard Lee Copywriter: Neil Harris Account manager: Justine Rosen Client: Skoda Communications manager: Lindsey Bain

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.