THE TRIBAL RAPPORT FIELD GUIDE
Brand | MERCEDES-BENZ |
Product/Service | G-CLASS |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Mailings |
Entrant Company
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
We created a 115-page guide and handed it out to existing and prospective customers. It was designed to talk to adventure seekers in a
way that they would understand, celebrate the adventurous spirit of the G-Class and also be something that the receivers would want to carry with them at all times.
Creative Execution
The guide was designed to include extensive information about tribes from around the world including their likes and dislikes. But that's not all. We researched every tribe to identify the perfect gift for them – one that would appease their precarious beliefs and customs and ensure our drivers a warm welcome. For example, for the Yaohnanen tribe who worship Prince Phillip, we added a life-size photograph of the Prince. To ensure a safe passage, all the drivers needed to do was identify the tribe, tear out the corresponding gift and offer to the leader of the tribe. The 115-page leather bound book had Japanese binding and featured 12 international illustrators who brought to life 12 tribes with unique art expressions.
Results
The Tribal Rapport Field Guide was handed out to 50 prospective customers while 1 copy was exhibited next to the G-Class in the
Mercedes-Benz showroom. Soon, we were filled with requests for copies and are now printing an additional hundred for Dubai and more for the region. But more importantly, the guide helped establish the brand's off-roading capabilities and G-Class owners can now make friends on all of their adventures.
Credits
Fadi Yaish |
IMPACT BBDO Dubai |
Regional Creative Director |
Khaled Said Abdelaziz Metwally |
IMPACT BBDO Dubai |
Associate Creative Director |
Ibrahim Barakat |
IMPACT BBDO Dubai |
Art Director |
Scott Leder |
IMPACT BBDO Dubai |
Creative Director Design |
Alok Mohan |
IMPACT BBDO Dubai |
Senior Copywriter |
Clarisse Mar Wai May |
IMPACT BBDO Dubai |
Executive Integrated Producer |
Mohamed Said |
IMPACT BBDO Dubai |
Graphic Designer |
Karna Mukhia |
IMPACT BBDO Dubai |
Illustrator/Visualizer |
Rijin Kunnath Raju |
IMPACT BBDO Dubai |
Creative Designer |
Alberto Lorenzo |
IMPACT BBDO Dubai |
Account Manager |
Tennyson Torcato |
IMPACT BBDO Dubai |
Creative Services Director |
Sajan Abraham |
IMPACT BBDO Dubai |
Production Manager |
Hani Aldeeb |
IMPACT BBDO Dubai |
Senior Studio Designer |
Lennart Mueller-Teut |
MERCEDES - Daimler Middle East/Levant FZE |
Head of Marketing Communications Mercedes-Benz Cars |