Škoda is promoting the views of impartial journalists – giving reviews from industry rags such as Car Buyer, Top Gearand Auto Express – in a new CRM campaign through AIS London.
The main focus of the push is a direct mail pack, which will be sent to prospective Škoda customers, aged 50-plus and aims to put the marque on their radar by initiating a conversation with them.
The creative highlights the impressive reputation Škoda has built for itself. A letter within the pack is designed around a selection of positive reviews from industry, appearing as an assortment of press clippings cut and pasted onto the page.
One reads: “The second generation Škoda Fabia is a stroke of genius. It’s one of the most complete cars on sale, offering exceptional value for money in a sturdily built and generously proportioned package.”
Škoda website and CRM manager Sarah Chapman said: “We’re so pleased with the campaign. This is the first step in our new CRM strategy and AIS London have brought their vast experience to the table, resulting in a campaign which encapsulates our message.
The pack successfully demonstrates not only the great value of the entire range, but also reinforces the excellent reputation which Škoda has made for itself.”
AIS London creative chief Kevin Bratley added: “The Škoda range consistently outperforms the competition in the motoring press. The design focuses on these reviews, which speak for themselves, which is why we put them at the heart of the creative.”
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Škoda blitz uses journo reviews http://t.co/T3yNRlCXmp