Campaign Direct Awards 2007: Best Integrated Campaign - The Purple Consultancy Award

Project: Skoda Roomster
Agency: Archibald Ingall Stretton
Creative director: Steve Stretton
Art directors: Martin Lythgoe, Dan Harrison
Copywriters: John Vinton, Jonny Watson
Account director: Jamie Pettigrew
Client: Skoda

Skoda launched its first MPV, the Roomster, in 2006 and briefed Archibald Ingall Stretton to create a campaign to drive potential purchasers into Skoda retailers for test drives and, hopefully, sales.

Aimed at men aged between 35 and 45 with young families, the campaign emphasised the roominess of the aptly named Roomster. The campaign ran across direct mail, inserts and online and included executions such as "baby somewhere on board", a twist on the famous "baby on board" sign. The "Roomster by name, roomy by nature" strapline ran through all the entire campaign.

The DM campaign has already generated a high response rate and sales for Skoda.