SLS AMG - IPAD by Proximity Paris for Mercedes-Benz

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SLS AMG - IPAD

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Industry Cars
Media Direct marketing, Case study
Market France
Agency Proximity Paris
Creative Director Cedric Gueret, Pavel Dedkov - Kurt Novack
Copywriter Aurore Giuly
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: MERCEDES-BENZ
Product/Service: SLS AMG
Agency: PROXIMITY BBDO
Date of First Appearance: Mar 27 2010 12:00AM
Entrant Company: PROXIMITY BBDO, Boulogne-Billancourt, FRANCE
Entry URL: http://www.mercedes-benz.fr
Account Director: Nicolas Contassot (Proximity BBDO)
Account Manager: Florence Bonneau (Proximity BBDO)
Project Manager: Marion Moulin (Proximity BBDO)
Creative Director: Kurt Novack (Proximity BBDO)
Creative Director: Cedric Guéret (Proximity BBDO)
Artistic Director: Fanny Fichez (Proximity BBDO)
Copywriter: Aurore Giuly (Proximity BBDO)
Model Maker: Anais Marcuzzi (Proximity BBDO)
Associate Director: Eric Lemoine (Freebird)
Marketing Director: Bertrand Saugnac (Mercedes Benz)
Marketing & Communication Manager: Beatrice Tangguy (Mercedes Benz / Smart)
CRM & Direct Marketing: Aline Cirrode (Mercedes Benz)
Media placement: Direct Marketing Package: 220 IPads, Loaded With A SLS Application, Packaged In - Send To The 220 Top Players In The French Premier League - May 2010
Describe the brief/objective of the direct campaign.
The SLS AMG is the new Mercedes–Benz ‘supercar’. It is the modern reincarnation of the legendary 1951 300 SL, a model that is still going strong over 50 years after it was launched, and uses the traditional values of sportiness and excellence to symbolise the Mercedes-Benz brand.Only a privileged few will be able to afford this model.ObjectiveTo give a specific target group – French Premier League footballers - the opportunity to discover and try out the new SLS AMG.A target group of luxury car enthusiasts, continually on the lookout for innovations and exclusive designs.Arouse the target group’s interest in the entire Mercedes-Benz AMG range, the brand’s sporty and exclusive series.
Explain why the creative execution was relevant to the product or service.
Link the Mercedes Benz - SLS AMG with the Apple iPad : two exceptional objects, both as eagerly anticipated as each other. Thanks to its partnership with Apple, Mercedes Benz is giving the 220 top players in the French Premier League an iPad loaded with a Mercedes SLS AMG application to give them a truly unique experience. The gift successfully combines two already iconic products both symbolising cutting-edge technology and exclusivity.Touch your dreamGive the target group an exclusive preview enabling them to actually touch the SLS before test driving it and discovering the feel of the model.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
CREATIVE IDEALink the SLS AMG with the Apple iPad, two exceptional objects, two iconic products, both as eagerly anticipated as each other.One month before the iPad’s launch in France, France’s top 220 Premier League players will each personally receive an iPad , loaded with a Mercedes SLS AMG application that will offer them a truly unique experience...When the iPad is opened, players will discover a promotional film about the car, followed by a game. The application offers a virtual driving experience of the new SLS AMG, which players can try out in person by arranging an exclusive test drive with the brand.
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.
We created a very privileged link with high-profile VIP clients to get them to test drive the SLS and also create other occasions to contact them trough their very own iPad (the Mercedes Benz link is updating regularly with the Mercedes events.)