SPEED LIMIT SIGNS by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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SPEED LIMIT SIGNS

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Industry Cars
Media Direct marketing, Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Christian Fritsche, Thimoteus Wagner, Fabian Frese
Art Director Jonas Keller Jung Von Matt Ag
Copywriter Luca Rescheleit, Daniel Pieracci
Released January 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: JUNG von MATT
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Deneke von Weltzien (Jung von Matt)
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Thimoteus Wagner (Jung von Matt)
Creative Director: Fabian Frese (Jung von Matt)
Creative Director: Christian Fritsche (Jung von Matt)
Art Director: Jonas Keller (Jung von Matt)
Copywriter: Daniel Pieracci (Jung von Matt)
Copywriter: Luca Rescheleit (Jung von Matt)
Graphic Artist: Andreas Wagner (Jung von Matt)
Account Director: Sonja Stockmann (Jung von Matt)
Account Manager: Sophie Lewens (Jung von Matt)
Account Manager: Nils Heimes (Jung von Matt)
Account Manager: Florian Kaspereit (Jung von Matt)
Desktop-Publishing: Marion Beeck (Jung von Matt)
Media placement: Mailing - Mercedes-Benz Dealership, Hamburg - 20 January 2010
Describe the brief/objective of the direct campaign.
Speed Limit Assist is one of the most innovative features of the new Mercedes-Benz E-Class: it automatically recognises speed limit signs and displays them for the driver in the instrument cluster. We were asked to create a mailing that would not only explain how Speed Limit Assist works, but also enable readers to really experience the feature. Our target audience was current E-Class drivers and other premier customers, and the goal was to get them into the showroom to test drive the new E-Class.
Explain why the creative execution was relevant to the product or service.
The books were an excellent demonstration of what Speed Limit Assist can do – keep track of each and every one of the hundreds of signs along the route, while keeping the driver constantly informed as to the current speed limit.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Mercedes-Benz dealers know the routes that their exclusive customers drive most frequently. With this in mind, we worked with navigation company LOGIBALL GmbH to figure out all the speed limit signs for certain routes. We used iPhoto to quickly create beautiful, personalised books about each route at a very low cost. Each book contains a story told by Speed Limit Assist: the pages are filled with every single speed limit sign on the route in the exact order in which they appear in real life. For example, a customer who frequently drives from Stuttgart to Hamburg received a book showing all 1998 of the speed limit signs between those two cities.
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.
The goal was to inspire readers to come in for a test drive and see for themselves just how far forward Mercedes-Benz has brought the E-Class. And that goal was achieved: more than half of those who received the book came into the dealership for a test drive.