Mercedes-Benz DM 101 REASONS by Net#work BBDO Johannesburg

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101 REASONS

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Industry Cars
Media Direct marketing
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Jenny Glover, Brent Singer
Art Director Joanne Morrison
Copywriter Cara Messias
Producer Nausher Rahman
Account Supervisor Karen Carr
Released November 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: MERCEDES-BENZ
Product/Service: AUTOMOBILES
Agency: NET#WORK BBDO
Date of First Appearance: Nov 4 2010
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Entry URL: http://www.101reasons.co.za
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Jenny Glover (Net#work BBDO)
Creative Director: Brent Singer (Net#work BBDO)
Copywriter: Cara Messias (Net#work BBDO)
Art Director: Joanne Morrison (Net#work BBDO)
Producer: Nausher Rahman (Net#work BBDO)
Account Supervisor: Karen Carr (Net#work BBDO)
Media placement: Email - Online - 7 November 2010
Media placement: Microsite - Online - 4 November 2010

Describe the brief/objective of the direct campaign.
Within the current economic climate with new car sales being at an all time low, Mercedes-Benz wanted to get their current Mercedes- Benz E-Class drivers to upgrade to the more premium Mercedes Benz S-Class. The target audience was drawn from a database of existing Mercedes-Benz E-Class drivers. The strategy of the campaign was to provide them with compelling reasons to convince them to upgrade.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was based on the insight that there are literally 101 reasons to upgrade. 101 reasons that we kindly provided by directing E-Class drivers to a ‘reason generating’ microsite through an email. Here they received a variety of factual and lateral reasons to convince not only themselves but also their spouses and accountants to let them get a new Mercedes-Benz.

Explain why the creative execution was relevant to the product or service.
Mercedes-Benz is a premium brand. As such retail offers need to be carefully handled. Our direct campaign did a very hard sell job, literally listing 101 intrinsic product features, without ever feeling like nasty retail. It provided an interesting way of informing the target market about product benefits, new technology and features, while punting a rather generic retail offer in a fresh and interesting way.

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.
Almost every email sent to the E-Class database received a click though to the microsite. On average people spent 3 minutes on the microsite clicking through the ‘reason generator’. Sales targets for the new S-Class were not only met but exceeded by 12%.