Mercedes-Benz Design & Branding SPRINTER APPLIES FOR A JOB by Lukas Lindemann Rosinski

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Industry Cars
Media Design & Branding
Market Germany
Agency Lukas Lindemann Rosinski
Director Marc Bethke
Creative Director Jakob Kriwat
Art Director Damian Kuczmierczyk
Producer Thomas Beecken
Released January 2011

Credits & Description

Category: Advertising Typography
Advertiser: DAIMLER
Date of First Appearance: Jan 31 2011
Chief Creative Officer: Arno Lindemann (Lukas Lindemann Rosinski)
Chief Creative Officer: Bernhard Lukas (Lukas Lindemann Rosinski)
Creative Director/Copywriter: Thomas Heyen (Lukas Lindemann Rosinski)
Creative Director/Art Director: Markus Kremer (Lukas Lindemann Rosinski)
Creative Director: Jakob Kriwat (Lukas Lindemann Rosinski)
Art Director: Damian Kuczmierczyk (Lukas Lindemann Rosinski)
Account Supervisor".: Konstanze Kievenheim (Lukas Lindemann Rosinski)
Account Manager: Jascha Oevermann (Lukas Lindemann Rosinski)
Agency Producer: Martin Schoen (Markenfilm Crossing)
Graphic Designer: Victor Aloji (Lukas Lindemann Rosinski)
Producer: Thomas Beecken
Director: Marc Bethke
Director Of Photography: Timo Schwarz
Flash Developer: David Beermann
Media placement: Mailing - Mail, Internet - 31.01.2011

Describe the brief from the client
Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.

Describe the challenges and key objectives
The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special made tires: the world’s first printing-type tyre, with a lettered tread pattern.

Describe how you arrived at the final design
Using real mud as its ink, the van wrote 400 job applications with his special made front tire. 120 were sent to fleet managers in big companies. Every print was an individual creation.

Give some indication of how successful the outcome was in the market
The cost per print is about 8 Euros. Ca. 120 of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.