2010 Winners & Shortlists

The Brief

The target audience was drawn from existing Mercedes-Benz customers. Create awareness about the Distronic Plus feature on board the 2010 Mercedes-Benz E-Class

Creative Execution

A DM piece was brought to new heights. This idea s pioneering the creative use of Direct Mailers in this part of the world. When receiving our DM, customers will display it in their offices rather than throwing it away. What was initially a DM is now a work of Art. This idea is an extension from the Brand DNA like: Elegance, Classy, innovative and appealing to name but a few.

Describe the creative solution to the brief/objective.

The new Mercedes E-Class is fitted with Distronic Plus, a radar-based advanced cruise control system that automatically adjusts your speed to keep you a safe distance from the car in front. If the car in front brakes, the E-Class will brake at the same time to maintain a safe distance. This DM piece allowed people to experience Distronic plus for themselves. We fitted scale model cars with magnets in the front and back. When the rear car is pushed close to the front one, the reverse magnetic field forces the front car to remain at a set distance.

Results

We were able to track results by the Test Drive inquiries that were recorded soon after doing this activity. client on the effectiveness of this concept. The DM piece triggered the interest amongst existing and potential customers to experience this technological feature first hand. From the test drives inquiries recorded, around 72% were turned into sales.