2010 Winners & Shortlists

The Brief

Raise awareness on the dangers of fake parts to boost original parts sale during the annual service weeks, targeting all Mercedes cars owners. Mercedes-Benz cars of all makes and models are abundant in Lebanon, they are primarily used-cars imported from all over the world. They range from old 70’s models, mainly used for taxis, to state-of-the-art 2010 models. Local auto repair shops helped grow the “knockoffs market” for they made a good profit out of passing the fake parts as originals at a relatively cheaper price.

Creative Execution

People from all walks of life own a Mercedes-Benz, from a $2000 abused 70s model all the way to the $150,000 S-class. However, people take advantage of the free service during the Seasonal service week, they run the check-up they acquire the diagnosis but they fix the car in small time auto repair stores. Who rarely install original parts. The flyers directly target both, the Mercedes owners and the auto repair stores. Fake ad for fake parts.

Describe the creative solution to the brief/objective.

In parallel to ATL communication, during the service weeks Mercedes-Benz distributed flyers that looked like a typical ad done by a local auto repair shop. The front side read “Mercedes Original Parts” written in Anglo-Arabic dialect promoting pare parts at half the price. The back explained in details the dangers of buying fake parts and how to spot knockoffs.

Results

During the service weeks approximately 2000 people were informed and lectured about the hazards of installing fake parts.