|Campaign||Fabia Launch - Skoda|
|Product||Fabia UK Launch|
|Tagline||It's A Skoda, Honest.|
|Story||Workers are lowering the latest Skoda model onto a display stand at an auto show. A manager rushes over to tell them "that car does not go on that stand." The car is too stylish to be a Skoda. In fact, it is the new Skoda.|
|Philosophy||The repositioning that accompanied the launch of the Fabia in March 2000 challenged that prejudice head-on and reduced marque rejection from 60% to 42%. UK sales have since grown by 64% dramatically outstripping other markets, with the same model mix; £15 million of marketing spend is estimated to have returned £37 million of profits.|
|Problem||Skoda jokes were so entrenched in British culture that, despite the brands acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears.|
|Creative Director||Richard Flintham|
|Art Director||Richard Flintham|
|Creative Director||Andy McLeod|
|Agency Producer||Kirsty Burns|
|Production Company||Harry Nash|
|Advertising Manager||Chris Hawken|
|Managing Director||Laurence Green|
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