‘Tearful’ Škoda pack pushes deals

Škoda’s financial division is embarking on a direct marketing campaign to try to encourage customers who are coming to the end of their finance deals to invest in a new car.
The pack has been devised by AIS London, the agency which over the past decade has been credited with turning the brand from a joke to credible marque.
It plays on what would normally be the end of the relationship with the finance team to reassure recipients they can easily upgrade their old car.
Designed to cheer up customers, the creative includes a letter and a personalised packet of tissues, reinforcing the sadness of having to say goodbye to their car. It opens with the line, “We know it might be hard to say goodbye” and takes a comforting tone, encouraging customers to trade in for a brand new model. The pack also includes personalised tissues with the words, “It’s okay, It’s okay” written on the front.
In addition, it highlights the potential cost savings of changing to a new car, such as no MOT fees or roadside assistance charges for three years, as all models sold through Škoda Finance come with three years’ free servicing and a 7.9% APR.
Škoda Finance marketing manager Wendy Owen said: “Although a customer is coming to the end of their contract, it doesn’t have to be the end of the road. AIS has created a charming mailpack, which highlights this superbly to our loyal customers. We’re thrilled with the final result, which both comforts and enlightens our existing customers on the benefits available if they invest in a brand new model.”
AIS managing partner, creative, Geoff Gower added: “In a congested market, Škoda customers have a great deal of affection for the brand – and that was our start-point. Škoda is synonymous with friendly customer service, and the campaign plays on that tone, whilst acknowledging how hard it is to say goodbye to a faithful, four-wheeled friend (sniff).”
AIS London has worked on the VW-owned brand since 1999, winning a five-way pitch to become the brand’s first ever DM agency.

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