Skoda DM emphasises individuality

Skoda promotes its individuality in a direct mail campaign for its new luxury model, the Superb.

A cold list of 30,000 consumers will receive the mailing, which was devised by Archibald Ingall Stretton.

The pack contains a DVD film of the car being assembled, backed by an instrumental version of the Frank Sinatra song My Way. The lyrics of run karaoke-style across the bottom of the screen, in a manner that emphasises the car's individuality.

The creative was inspired by the brand's TV campaign, created by Fallon, which encourages people to be different by buying a Skoda.

Copy inside the pack challenges recipients about their choice of car with the line "Bet you drive the same car as everyone else" and uses lines from the song, such as "Plan each chartered course", to encourage recipients to consider a Skoda rather than their usual choice of car.

Emily Fox, an account director at Archibald Ingall Stretton, said: "The Superb is a match for any of its competitors in its sector and offers exceptional value. But it also represents a big declaration of independence on the part of its owners and a break from the norm. The DVD is designed to express this in an unusual and engaging way."

Lindsey Bain, the communications manager at Skoda, added: "Many Skoda owners enjoy the feeling that they've made a different choice and departed from convention. The Superb is no exception, and the creative route Archibald Ingall Stretton has produced delivers this message with confidence."

The pack was art directed by Martin Lythgoe and written by Alex Croft.


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