THE ROLLER MAP by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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THE ROLLER MAP

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Industry Cars
Media Design & Branding
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Tobias Eichinger, Philipp Barth
Art Director Jens Schmidt, Brian Piper, Ralph Burkhardt
Copywriter Philip Wienberg
Photographer Uwe Duettmann
Account Supervisor Gunda Meschede, Judith Pfitzer
Released March 2009

Credits & Description

Category: Publications
Advertiser: DAIMLERCHRYSLER
Product/Service: MERCEDES-BENZ SLR McLAREN STIRLING MOSS
Agency: JUNG von MATT
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Director: Tobias Eichinger (Jung Von Matt)
Creative Director: Philipp Barth (Jung Von Matt)
Art Director: Jens Schmidt
Art Director: Ralph Burkhardt (Jung Von Matt)
Art Director: Brian Piper (Jung Von Matt)
Graphic Designer: Mark Raeke (Jung Von Matt)
Graphic Designer: Alexander Tibelius (Jung Von Matt)
Copywriter: Philip Wienberg (Jung Von Matt)
Art Buyer: Bianca Winter (Jung Von Matt)
Account Supervisor: Gunda Meschede (Jung Von Matt)
Account Supervisor: Judith Pfitzer (Jung Von Matt)
Photographer: Uwe Duettmann
Agency Producer: Anja Geib (Jung Von Matt)
Media placement: Roller Map Catalogue - 75 Direct Mailings To SLR Stirling Moss Customers - 2 March 2009

Describe the challenges and key objectives
Our objective was not to sell but to fascinate. We had to create a catalogue for 75 of the most loyal SLR customers who were handpicked to receive this very special car.

Describe the brief from the client
We had to create a catalogue for the new Mercedes-Benz SLR McLaren Stirling Moss. A car priced at 750,000 euro, limited to 75 units. Based on the legendary SLR 300 and its most prestigious driver: Sir Stirling Moss.

Describe how you arrived at the final design
We brought the most fascinating story about Stirling Moss to life again: the Roller Map. Key to his 1955 Mille Miglia victory with his SLR 300. A handmade aluminium box containing the first ever pacenotes helping him through the course in a record time, still unbeaten today. We created 75 hand crafted and numbered reproductions of the Roller Map and turned it into a high quality catalogue. A map with stations like: history, fascination, technology and design. The photo concept: we show the car in the drivers' garages and the drivers in the same 'race face look' of Stirling Moss.

Give some indication of how successful the outcome was in the market
The 75 customers did not receive a traditional catalogue for their car, but a collector’s item. So the effectiveness was not measured in selling more cars, but in 75 very important and influential customers made very happy.