Fabia vRS - Made of Meaner Stuff

Skoda

MediaCom

In 2007 we launched the Skoda Fabia hatch under the banner ‘Full of Lovely Stuff’. For the new more powerful, racier, aggressively styled model, we flipped this on its head with an integrated digital campaign under the banner, ‘Made of Meaner Stuff’. And aimed it at the young media-savvy hot-hatch audience who love, and will pass onto their peers, genuinely original ideas and digital innovations.

We developed a Facebook application which helped you find out, through your Facebook activity, whether you are ‘lovely’ or ‘mean’. And then gives your friends the opportunity to rate you. The meanest in the UK won the Fabia vRS; the loveliest, the standard Fabia model. The site further brings to life the ‘mean’ and ‘lovely’ sides of the Fabia and was supported by banner ads and a YouTube channel.

Fabia vRS - Made of Meaner Stuff came third in the February 2011 contest.