Skoda Fabia: Lovely and Mean
Archibald Ingall Stretton
THE TEAM
Mark Urey, Kylie Lewis, Brochan Watts, Jon Biggs, Anthony Nicols, Emma Huismans, Geoff Gower, Mark Hanson.
WHAT IS WONDERFUL ABOUT THIS WORK?
We had to launch a serious hot hatch to an audience who saw the Skoda brand as fuddy-duddy at best. Over 8,000 people played our Facebook competition and a bidding war erupted to get last-minute votes. Over 12,000 brochures were downloaded and over 100 test-drives requested.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
It was never an easy sell. A brand that our target audience...