MEISTER VS. MEISTER by Scholz & Friends Berlin for Mercedes-Benz

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MEISTER VS. MEISTER

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Industry Cars
Media Direct marketing, Promo & PR, Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Philipp Woehler, Robert Krause
Art Director Jens Stein, Melanie Specht, Stefan Schuster, Joerg Waschescio, Patricia Stolz, Florian Hucker
Copywriter Stefan Lenz, Tobias Deitert, Christian Brandes, Johannes Vogl
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ TRANSPORTER
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Mar 3 2010
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Robert Krause (Scholz & Friends)
Creative Director: Philipp Woehler (Scholz & Friends)
Art Director: Joerg Waschescio (Scholz & Friends)
Art Director: Jens Stein (Scholz & Friends)
Art Director: Melanie Specht (Scholz & Friends)
Art Director: Stefan Schuster (Scholz & Friends)
Art Director: Patricia Stolz (Scholz & Friends)
Art Director: Florian Hucker (Scholz & Friends)
Copywriter: Stefan Lenz (Scholz & Friends)
Copywriter: Christian Brandes (Scholz & Friends)
Copywriter: Tobias Deitert (Scholz & Friends)
Copywriter: Johannes Vogl (Scholz & Friends)
Account Manager: Stefanie Wurst (Scholz & Friends)
Account Manager: Ellen Staudenmayer (Scholz & Friends)
Account Manager: Vera Krausse (Scholz & Friends)
Account Manager: Anna Gabriel (Scholz & Friends)
Account Manager: Ulf Cerning (Scholz & Friends)
Account Manager: Josef-Konstantin Schulte (Scholz & Friends)
Media placement: Viral - Online - 03.03.2010
Media placement: Posters - Game Announcements - 01.05.2010
Media placement: Football Games - 4 Games In Germany - 15.05.2010
Media placement: Autograph - During The Games - 15.05.2010
Media placement: DVD - At Distributors And In Showrooms - 12.10.2010
Describe the brief/objective of the direct campaign.
One of the most important target groups for Mercedes-Benz Transporters are craftsmen.
The problem: They perceive the brand as rather elitist.
How can one bring this group of people in the year of the football world cup 2010 closer to Mercedes-Benz Transporters and evolve from a rather elitist brand to a relevant partner at eye level?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The German master craftsmen and their businesses can apply for a match against a selection of legendary football World Champions and European Champions: „Meister versus Meister*“(in German master craftsmen and sport champions are called MEISTER).
The grand champions from 1954, 1974 and 1990 Horst Eckel, Sepp Maier and Andreas Brehme go on tour in the Mercedes-Benz Vito in Germany, they compete against four teams on their local football grounds and a campaign around the website assures that the whole of Germany is part of it.
Explain why the creative execution was relevant to the product or service.
The campaign is about things that are almost holy to German craftsmen: Team work and football.
To work as craftsmen means to work as a team and for German craftsmen (as you might know Germany is a country completely obsessed with football) nothing beats facing your childhood football heroes on the pitch.
There is no more credible testimonial than these football Allstars from 3 generation driving through the country in their Mercedes-Benz VITO for real.
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.
More than 7.500 craftsmen with their companies applied with team pictures at 170 participating dealers for the duel against the football legends. The matches had 15.000 viewers.
There were more than 500.000 visits to the website.
The viral film generated more than 300.000 views.
The media budget was multiplied by over one million Euros.
Print media with a circulation of more than 3.1 million copies reported on the competition.
Radio reports reached out to 26.1 million listeners. Online articles generated more than 41 million page impressions.
And most importantly sales increased by more than 29 % compared to 2009.