Mercedes-Benz: Folder Mailing

Credits:

Type of Entry: Use of Media
Category: Direct Response Digital: email marketing
Title: FOLDER MAILING
Advertiser/Client: MERCEDES-BENZ DEUTSCHLAND
Product/Service: MERCEDES-BENZ SPRINTER
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
DM/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Creative Credits
Name Company Position
Arno Lindemann Lukas Lindemann Rosinski Chief Creative Officer
Bernhard Lukas Lukas Lindemann Rosinski Chief Creative Officer
Tom Hauser Lukas Lindemann Rosinski Creative Director
Markus Kremer Lukas Lindemann Rosinski Art Director
Thomas Heyen Lukas Lindemann Rosinski Copywriter
Christian Bienefeld Lukas Lindemann Rosinski Designer
Moritz Schmidt Lukas Lindemann Rosinski Designer
Georg Baur Lukas Lindemann Rosinski Designer
Konstanze Kievenheim Lukas Lindemann Rosinski Advertiser's Supervisor
Dennis Hintz Editor
Nbh Gmbh Hamburg Post Production
Fabian Ruetschi Lukas Lindemann Rosinski Junior Copywriter
Details
Describe the brief from the client:
The goal was to develop a tool to arouse the interest of existing customers in the new Mercedes Benz Sprinter Transporter and to encourage them to take a test drive. The strategy was to provide every Mercedes-Benz dealer with a tool, with which he could e-mail to his clientele in a completely new way. Thereby, small business owners, that already had an old Sprinter, were encouraged to experience the features of the new Sprinter and, eventually, buy one.
Creative Execution:
The comparison between a Sprinter and a computer folder is immediately evident for every small business owner, since he works with both on a daily basis. But also Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a technologically innovative brand.
Describe the creative solution to the brief/objective.
The idea was to parallel the similarities of the Sprinter transporter and a computer folder. Why? Because both can contain more than one would imagine. Therefore, we created a special "Sprinter Folder", loaded with multiple subfolders, whose titles and icons made up a story about the Sprinter. We communicated this to where small business owners spend a lot of their daily time: in the Windows-Explorer of their computer. So, the desired, average response quota was met and exceeded.
Describe the results in as much detail as possible.
Another strength of the idea was the cost-response-ratio. Using a computer folder as a vehicle does not cost a thing and "drives“ through the Internet to his recipients for free. We reached a response quota of 18%. Additionally, 50% of the people who responded to their dealer's mail did a test drive in the new Sprinter, which was the goal of the campaign: to make the new Sprinter an experience.