2010 Winners & Shortlists

Results and Effectiveness

The campaign took place through the month of March. In April, the sales of the C-class rose by 330% compared to the first 3 months of 2009. (May 240%, June 330%)

Creative Execution

Using the Valet parking service to plant the DM (C-class car key) in the competition’s cars by putting it in their keychain guaranteed that we are reaching the right audience effectively. It was the first time the Valet parking service was used to “plant’ communication in people’s cars and the fact that our program is aimed at attracting new audience form the competition it was extremely efficient and suitable for our product.

Insights, Strategy and the Idea

Increase the sale of the C-class 2009 by creating new incentives and new financial plans targeting new customers specifically Audi and BMW owners. We were asked to come up with an effective solution to promote the incentives and generate interest and ultimately increase traffic to the showroom; however, the budget was too small for an above the line campaign and the client wanted it to be clear and straightforward. The idea was to leave them the key of the new C-class 2009 in their cars and the program details. But how? The lack of parking spaces and sudden boom of Beirut created the multi million dollar Valet Parking industry. Using theses valet companies, people drove-off oblivious to the fact that the valet who just handed him/her the car left a copy of the Mercedes C-Class key and the “trade-in” program details coupled with the his/her keys in the ignition key.