DISTANCE MAIL by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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DISTANCE MAIL

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Industry Cars
Media Direct marketing, Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Daniel Frericks
Art Director Frank Hose
Copywriter Ramin Schmiedekampf
Released November 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ - DISTRONIC PLUS FEATURE
Agency: JUNG von MATT
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://awards.jvm.com/alster/2010/mercedes-benz-distance-mail/
Chief Creative Officer: Deneke von Weltzien (Jung von Matt)
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Daniel Frericks (Jung von Matt)
Copywriter: Ramin Schmiedekampf (Jung von Matt)
Art Director: Frank Hose (Jung von Matt)
Account Director: Sonja Stockmann (Jung von Matt)
Account Manager: Christian Passarge (Jung von Matt)
Media placement: E-Mailing - Mercedes-Benz Dealership Hamburg - November 9th 2009
Describe the brief/objective of the direct campaign.
DISTRONIC PLUS is one of the most innovative security features of the new Mercedes-Benz E-Class Estate: it keeps automatically distance to the road user in front. Thus making rear-end collisions impossible. We were asked to create an emailing that would not only explain how DISTRONIC PLUS works, but also enable newsletter subscribers to really experience the feature. The goal was it to get customers into the showroom to test drive the new E-Class Estate. Or even better: buy one.
Explain why the creative execution was relevant to the product or service.
The emailing explains at a glance how easy and effective DISTRONIC PLUS works, reaching Mercedes-Benz customers in a traffic situation but not being in a car. By focusing on this feature alone the whole new E-Class Estate earns relevance.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Newsletter subscribers have an email account, which constantly is processing in and outgoing emails. We call that “email traffic”. With this in mind we send out our newsletter like a car that enters traffic. The perfect situation to show how DISTRONIC PLUS works. The key: our newsletter came along with two foregoing emails, which were completely empty. This way the email with the newsletter automatically held distance to the email in front.
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.
Our unconventional emailing was a much-noticed success. The dealers' feedback was fantastic as their clients appreciated the simple way of getting to know how DISTRONIC PLUS works. The email was described as "eye-catching" and "door opener" both to an involvement with the security features of the new E-Class Estate and to the clients' request for a test drive. Over 30% more interested people contacted the dealer for a test drive. Clickrates on our website have been twice as high in the first two weeks after the email was launched. And word of mouth made more potential clients subscribe to the email newsletter.