Mercedes-Benz DM MERCEDES MAGNETS by Impact BBDO Dubai

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Industry Cars
Media Direct marketing
Market United Arab Emirates
Agency Impact BBDO Dubai
Executive Creative Director Jennie Morris
Art Director Andrej Arsenijevic, Mark Daniel Held
Copywriter Darren Mccall, Jeremy Southern, Grant Mcgrath
Illustrator Jun Capati
Released January 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: E-CLASS
Date of First Appearance: Feb 1 2010 12:00AM
Executive Creative Director: Jennie Morris (Impact BBDO Dubai)
Executive Creative Director: Jeremy Southern (Impact BBDO Dubai)
Art Director: Andrej Arsenijevic (Impact BBDO Dubai)
Art Director: Mark Held (Impact BBDO Dubai)
Group Account Director: Fadi El Aswad (Impact BBDO Dubai)
Account Manager: Albert Lorenzo (Impact BBDO Dubai)
Copywriter: Jeremy Southern (Impact BBDO Dubai)
Copywriter: Grant Mcgrath (Impact BBDO Dubai)
Copywriter: Darren Mccall (Impact BBDO Dubai)
Illustrator: Jun Capati (Impact BBDO Dubai)
Graphic Designer: Squirtel (Impact BBDO Dubai)
Media placement: Direct Mailing - EMC Showrooms, Selected Customers - 15 - 28 February 2010
Describe the brief/objective of the direct campaign.
The target audience was drawn from existing Mercedes Benz customers.Create awareness about the Distronic Plus feature on board the 2010 Mercedes Benz E-Class.
Explain why the creative execution was relevant to the product or service.
A DM piece was brought to new heights.This idea is pioneering the creative use of direct mailers, in this part of the world.When receiving our DM, customers will display it in their offices rather than throwing it away.What was initially a DM is now work of Art.This idea is an extension from the brand DNA like: Elegance, Classy, innovative and appealing to name but a few.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The new Mercedes E-Class is fitted with Distronic Plus, a radar-based advanced cruise control system that automatically adjusts your speed to keep you a safe distance from the car in front. If the car in front brakes, the E-Class will brake at the same time to maintain a safe distance. This DM piece allowed people to experience Distronic plus for themselves. We fitted scale model cars with magnets in the front and back. When the rear car is pushed close to the front one, the reverse magnetic field forces the front car to remain at a set distance.
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.
We were able to track results by the test drive inquiries that were recorded soon after doing this activity. Client was very happy on the effectiveness of this concept.The DM piece triggered the interest amongst existing and potential customers to experience this technological feature first hand.From the test drives inquiries recorded, around 72% were turned into sales.