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MERCEDES-BENZ TRUCKS: 2-WAY-RADIO CAMPAIGN
| See full size 1279x896 px | |
| Released: | June 2008 |
| Avertiser: | MERCEDES-BENZ |
| Agency: | BBDO Germany |
| Country: | Germany |
| Category: |
Cars
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Radio
Title: 2-WAY-RADIO CAMPAIGN
Advertiser/Client: MERCEDES-BENZ TRUCKS
Product/Service: MERCEDES-BENZ ACTROS
Entrant Company, City: BBDO GERMANY, Duesseldorf
Country: GERMANY
Media/Advertising Agency, City: BBDO GERMANY, Duesseldorf
Country: GERMANY
2nd Media/Advertising Agency: BBDO STUTTGART
Country: GERMANY
Category: Best Use of Radio
Title: 2-WAY-RADIO CAMPAIGN
Advertiser/Client: MERCEDES-BENZ TRUCKS
Product/Service: MERCEDES-BENZ ACTROS
Entrant Company, City: BBDO GERMANY, Duesseldorf
Country: GERMANY
Media/Advertising Agency, City: BBDO GERMANY, Duesseldorf
Country: GERMANY
2nd Media/Advertising Agency: BBDO STUTTGART
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Friedrich Tromm | Creative Director/Copywriter | BBDO Stuttgart |
| Sven Kaifel | Art Director | BBDO Stuttgart |
| Stefan Nagel | Creative Director/Art | BBDO Stuttgart |
| Andreas Rauscher | Senior Account Executive | BBDO Stuttgart |
| Armin Jochum | Creative Director | BBDO Stuttgart |
| Production Company | M.A.R.K. 13 | |
| Production Company | Floridan Studios |
Innovative Media Strategy:
Communicating with truckers isn't easy: how do you reach people who are on the road for over 200.000 kilometers each year? To do so we had to come up with something completely new. Which we did. By going back to the stoneage of long distance communication and employing an almost fossil medium that gives drivers the opportunity to listen and respond directly: CB Radio.
Creative Execution:
Our CB Teaser campaign started with a short radio play. In the second phase we informed truckers about the features of the new Actros, by discussing them in short dialogues that dealt with its comfort, its economical engine and its design features. But two-way-radio is not about one-way communication. So we set up a weekly Mercedes-Benz expert round. Giving the engineers who made the new Actros so special the chance to chat with truckers via Citizen Band radio.
Target Audience:
Truckers not only listened to our radio plays, but responded directly, discussed the spots in the CB community and on the internet. Thousands of truckers sent questions to the round of experts by directly calling them via two-way radio or sending emails to Mercedes-Benz. Articles appaered in automotive and CB-radio magazines all over Europe.
Effectiveness:
Over 4,000 truckers responded directly and the new Actros became a living legend long before its tyres touched the tar. Over 60,000 truckers in Europe were reached with minimal media costs. The client was happy, because we managed to turn Citizen Band radio into Mercedes-Benz Brand radio.