TEST DRIVE by 140 BBDO Cape Town for Mercedes-Benz

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TEST DRIVE

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Industry Cars
Media Direct marketing, Case study
Market South Africa
Agency 140 BBDO Cape Town
Executive Creative Director Ivan Johnson
Art Director Alexis Beckett
Copywriter Mike Pearson, Johann Schwella
Photographer Barry White
Account Supervisor Karen Carr
Released April 2011

Credits & Description

Advertiser: MERCEDES-BENZ
Product/Service: MERCEDES-BENZ CL 63 AMG
Agency: 140 BBDO
Date of First Appearance: Apr 10 2011
Entrant Company: 140 BBDO, Cape Town, SOUTH AFRICA
Copywriter: Mike Pearson (140 BBDO)
Retoucher: Rafiek Newman (140 BBDO)
Photographer: Barry White (Snap Studios)
Digital: Prezence Digital (Prezence)
Director: Thomas Ferreira (Groundglass)
Director: Duvan Durand (Groundlass)
Production: Groundglass (Groundglass)
Chief Creative Officer: Mike Schalit (140 BBDO)
Executive Creative Director: Ivan Johnson (140 BBDO)
Creative Director: Alexis Beckett (140 BBDO)
Art Director: Alexis Beckett (140 BBDO)
Copywriter: Johann Schwella (140 BBDO)
Media placement: Magazine - Car Magazine - 15.04.2011
Describe the brief/objective of the direct campaign.
The new Mercedes Benz CL 63 AMG has 400 kilowatts of power.
How do you demonstrate this in a static medium like print?
The reader is encouraged to type in the URL co-ordinates on their smart-phone and to place it on the ad where the rear-view mirror is. This gives a taste what the AMG’s power feels like. Hopefully it excites them enough to go to a dealership for a real test drive. The smart-phone URL was http://www.cl63amgdrive.co.za
The press ad ran in local motoring publications, and consumers were prompted to contact the call centre to arrange for a test drive at their nearest Mercedes-Benz Dealership.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The printed image shows the driver’s perspective of the new Mercedes Benz CL 63 AMG. Before him lies an open country-road.
Where the rear-view mirror is, copy instructs the reader to type in a URL and to then place their smart-phone there.
The video then shows the rear-view perspective (mirror) of a car pulling up behind the Mercedes. The Mercedes roars to life and leaves the tailgater in its dust.
A title comes up that encourages the reader/viewer to come in for a real test drive.
Copy at the bottom of the print ad directs you to the nearest dealer.
Explain why the creative execution was relevant to the product or service.
The Mercedes CL 63 AMG costs well over R2 million, this can intimidate even the most affluent potential customer. We hoped to overcome this barrier by giving consumers the chance to experience the power and speed of the car from the comfort of their homes.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Unfortunately, the campaign only launched in late April, so at the time of entering the awards, there were no quantifiable results.