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.

Our challenge was to communicate to premium Mercedes-Benz customers the amazing safety innovation called Distronic Plus. Distronic Plus is a radar-based advanced cruise control system that automatically adjusts your speed to help keep you a safe distance from the car in front. We decided to come up with a direct mail piece that allowed people to experience Distronic plus for themselves. Using scale model cars with magnets placed in the front and back we created the perfect replication of Distronic plus. When the car behind is pushed close to the one in front, the reverse magnetic field forces the front car to remain at a set distance. This very simple demonstration perfectly illustrates the principle behind distronic plus.

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.