AIR FRESHENER by BBDO Toronto for Mercedes-Benz

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AIR FRESHENER

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Industry Cars
Media Direct marketing
Market Canada
Agency BBDO Toronto
Art Director Jaimes Zentil
Designer Mike Nugent
Typographer Evan Dermit
Released November 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ
Product/Service: AUTOMOBILE
Agency: BBDO CANADA
Date of First Appearance: Dec 1 2010
Entrant Company: BBDO CANADA, Toronto, CANADA
Senior Vice President / Executive Creative Director: Peter Ignazi (BBDO)
Senior Vice President / Executive Creative Director: Carlos Moreno (BBDO)
Art Director: Jaimes Zentil (BBDO)
Writer: Craig McIntosh (BBDO)
Designer: Mike Nugent (BBDO)
Typographer: Evan Dermit (BBDO)
Production Manager: Frank Ninno (BBDO / SGL Studio)
Vice President / Group Account Director: Steve Groh (BBDO)
Account Director: Adam Lang (BBDO)
Account Executive: Diana Nelson (BBDO)
Media placement: card in envelope - mailboxes & Mercedes-Benz owners - Dec. 10, 2010

Describe the brief/objective of the direct campaign.
These Christmas cards were sent to existing and prospective Mercedes-Benz owners.

The strategy was to create a fun and memorable Christmas card that supported MB’s global positioning of luxury.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
During the holiday season, people are inundated with mail and flyers. The majority are forgettable and end up in the blue bin. We aimed to create something that stood apart. Something they would save and place on their mantle to show off.

Explain why the creative execution was relevant to the product or service.
A Mercedes-Benz owner wouldn’t dare hang a Christmas tree scented deodorizer in their car like so many other lesser vehicles do. Rather, they would want their Christmas Tree to smell like their Mercedes-Benz. So we created one for them.

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.
This Christmas card was not created to be ‘responded to’. It was designed to strengthen relationships with our existing customers and it’s true intention was to solicit a smile. However with that said, we mailed out 21,500 cards and got an overwhelming number of emails back from customers saying how much they enjoyed them.