The execution focused on the proposition ‘Škoda, it might earn you more respect than you think.’ The mail pack featured a tip-on ‘driver support’ card to slip into your wallet in case you are asked any difficult to answer questions. On dialling the numbers the caller would be met with helpful advice on subjects ranging from creating ‘perfect herbaceous borders’ to exploring ‘the Inca trail’ and ‘thermal currents for paragliding’. Callers would then be connected to the Škoda call centre for more information or to arrange a test drive.

The mailing was well over target with a 2.23% response rate providing a very low cost per response.