Mercedes-Benz: First Impression

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Released:	December 2007
Advertiser:	DAIMLERCHRYSLER
Agency:	BBDO CAMPAIGN
Country:	Germany
Category:	Cars
Awards:	15th Cresta Award Ambient Media Winner

Credits:

Context
To encourage drivers of other brands of car to visit the Mercedes-Benz dealership in Stuttgart during one of its "test drive weeks".

Philosophy/Solution
Mercedes stars were stuck onto the bonnets of other makes of cars, making drivers eager to take a test drive in a genuine Mercedes-Benz.

Results
Most visitors to the showroom during the "test drive weeks" were drivers of other makes of car. Test drive requests and sales rose by 30% during the campaign period.
Title "First Impression"
Agency BBDO Campaign
City Stuttgart
Advertiser DaimlerChrysler
Brand Name Mercedes-Benz
Business Sector Cars
Campaign Name First Impression
Market Germany
Country of Production Germany
Type Case Study
Length 75 seconds
Awards Cannes Lions - International Advertising Festival, 2007 (Silver Lion) for Best Use Of Ambiant Media: Small Scale

Cannes Lions - International Advertising Festival, 2007 (Promo Lion) for Cars & Automotive Services

The Cresta Awards, 2007 (Winner) for Ambient Media