BLESSING IN DISGUISE by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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BLESSING IN DISGUISE

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Industry Cars
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Art Director Johannes Riffelmacher
Copywriter Christian Fritsche
Producer Marcus Loick
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: JUNG von MATT
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Deneke von Weltzien (Jung von Matt / AG)
Chief Creative Officer: Armin Jochum (Jung von Matt / AG)
Creative Director: Christian Fritsche (Jung von Matt / AG)
Copywriter: Christian Fritsche (Jung von Matt / AG)
Art Director: Johannes Riffelmacher (Jung von Matt / AG)
Account Director: Sonja Stockmann (Jung von Matt / AG)
Account Manager: Sophie Lewens (Jung von Matt / AG)
Account Manager: Nils Heimes (Jung von Matt / AG)
Producer: Marcus Loick (Jung von Matt / AG)
Production Company: (Cicero Werkstudio für Schriftgestaltung GmbH)
Media placement: Folder - Mercedes-Benz Dealership Hamburg - 1 January 2010

Describe the brief/objective of the direct campaign.
Mercedes-Benz Dealerships were looking for some communicational support for the S-Class and its superior safety standard, both to attract clients at their place and to hand it to clients wherever they would meet them. Due to the very dry subject, the challenge was to find a solution that is not only informing but entertaining. And that would help the dealers to start a dialogue with their clients.

Explain why the creative execution was relevant to the product or service.
Our unconventional approach was a much-noticed success. The dealers' feedback was fantastic as their clients appreciated this younger and fresher way of presenting technical facts.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We printed a sumptuous brochure with short stories. Those stories were a funny and clever non-technologic analogy to the PRE-SAFE Technologies. Our playful approach encouraged the Mercedes dealers to start a real face-to-face dialogue about the PRE-SAFE technology.

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 brochure was described as "a real help" and "door opener", both to a more intense talking and to the clients' request for more detail about the S-Class.