COBBELSTONE by Jung Von Matt/Limmat Zurich for Mercedes-Benz

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COBBELSTONE

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Industry Cars
Media Direct marketing
Market Switzerland
Agency Jung Von Matt/Limmat Zurich
Executive Creative Director Alexander Jaggy
Creative Director Michael Rottmann
Art Director David Hanselmann
Copywriter Samuel Wicki
Account Supervisor Thomas Hinderling
Released February 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: MERCEDES-BENZ
Product/Service: GUARD VEHICLES
Agency: JUNG von MATT/LIMMAT
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Executive Creative Director: Alexander Jaggy (Jung von Matt/ Limmat)
Creative Director: Michael Rottmann (Jung von Matt/ Limmat)
Copywriter: Samuel Wicki (Jung von Matt/ Limmat)
Art Director: David Hanselmann (Jung von Matt/ Limmat)
Art Buyer: Ilonka Galliard (Jung von Matt/ Limmat)
Account Supervisor: Thomas Hinderling (Jung von Matt/ Limmat)
Account Executive: Angela van der Sman (Jung von Matt/ Limmat)
Media placement: DM - V.I.P Target Group - 1.03.2009

Describe the brief/objective of the direct campaign.
To announce the armoured guard vehicles from Mercedes-Benz directly to a target group (companies, embassies, public authorities) that is increasingly exposed to risks of attack and vandalism. The idea was that often during demonstrations and acts of vandalism cobblestones are thrown at vehicles and their passengers.

Explain why the creative execution was relevant to the product or service.
In order to show in a surprising way, how non-threatening cobblestone attacks are in a Guard vehicle, genuinely realistic, but extremely lightweight models of cobblestones were sent out in heavy packages. Thanks to an enclosed visiting card, the appropriate contact person at Mercedes-Benz could be reached directly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The receivers of the mailings were existing and potential customers of armoured Mercedes Guard models. Because the market for such vehicles is known and clearly defined, potential customers were able to be contacted directly.

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.
Out of the 47 recipients 13 replied and asked for more information or arranged an appointment.