We chose to illustrate the Roomster's advantage on the national newpapers' classifieds, in the vehicle section under the Skoda models. The printed classified are known for their small and narrow font, used to squeeze in as much text as possible into minimal space.

We knew that our audience is already there, searching for a car to buy, and the classifieds were the perfect medium to convey the spacious advantage of the vehicle. We create a white space within the messy and dense classifieds, and simply wrote our message in its centre, leaving a large white background: "Skoda Roomster 2011, TSI with plenty of room. Plenty...". The message was perfectly clear.

Utilising a relevant medium to communicate a simple and clear message to our audience proved itself. The campaign ran in three leading national papers' classifieds for one week. During the following month, the number of interested buyers increased by 20%, and the number of Roomster deliveries increased by 8%. The profile of the average buyer: young families with 2-4 children - our target audience.