Business audiences demand rational benefits so we needed to explain that Skoda taxis were becoming increasingly popular and the reasons why all whilst acknowledging their negative perceptions of the Skoda brand.We used press the Sun because of its mass targeting opportunities. And for cost effectiveness, the main trade title Taxi and Private Hire.Our idea suggests that while your passengers may have a problem getting into a Skoda, you won't.'Some people may do a runner before you take them anywhere.'The body copy explains why, last year, 2,000 taxi drivers were happy to be seen in their Octavia.

The campaign delivered more sales than any previous direct marketing activity. The number of people rejecting the brand fell to 32%. For the first time ever, this enbabled us to achieve an average cost per response of less than £30 and a record number of sales per pound spent.