In May 2007, Skoda launched the new Fabia, the latest version of their award winning super-mini. Our brief was to create online and offline communications that fully integrated with the national TV and press campaign.

Based on the classic ‘Magic Tree’ car air freshener, we developed a double-chocolate-toffee-fudge-cream version for the Fabia launch. Entitled ‘Full of Lovely Stuff’, the pack featured all the benefits of the new car plus an actual Fabia shaped air freshener with an authentically chocolate fragrance. Lovely stuff indeed. This brought the baking theme to life, encouraged retention of the piece and allowed the recipient to interact with the brand.

The dedicated campaign microsite attracted over 180,000 unique visitors. Our online advertising achieved an average 1% click-through rate, compared to an industry average of 0.2%, with some sites delivering over 2% click-through. Interaction rates were also really high - some sites achieving a level of 15%. Direct Mail achieved a response rate of 1.5%