PARTICIPANT RIBBON by BBDO Toronto for Mercedes-Benz

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PARTICIPANT RIBBON

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Industry Cars
Media Direct marketing
Market Canada
Agency BBDO Toronto
Art Director Johnny Pavacic, Frank Macera
Designer Mike Nugent
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: MERCEDES-BENZ
Product/Service: AUTOMOBILE
Agency: BBDO CANADA
Date of First Appearance: Jan 7 2011
Entrant Company: BBDO CANADA, Toronto, CANADA
Senior Vice President / Executive Creative Director: Peter Ignazi (BBDO)
Senior Vice President / Executive Creative Director: Carlos Moreno (BBDO)
Writer: Frank Macera/Johnny Pavacic (BBDO)
Art Director: Johnny Pavacic/Frank Macera (BBDO)
Designer: Mike Nugent (BBDO)
Vice President / Group Account Director: Steve Groh (BBDO)
Account Director: Adam Lang (BBDO)
Account Executive: Diana Nelson (BBDO)
Media placement: Flat Mailing Envelope - Strategic Mailing To Presidents Of Competitive Automotive Companies - January 7, 2011

Describe the brief/objective of the direct campaign.
Every year there is a friendly competition between the presidents of competing luxury automotive manufacturers in Canada. The goal was to remind the presidents of competitors that Mercedes-Benz was the winner and top selling luxury automotive brand in Canada for 2010.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to treat the 2010 Canadian luxury automotive sales market like a sporting event. We presented the presidents of all the non-winners with something every competitor gets just for showing up, lowly participant ribbons. But we dressed the package up in the luxurious style that Mercedes-Benz is famous for. The desired outcome: Give the presidents of competitors something so that they always remember Mercedes-Benz sold the most luxury automobiles in 2010.

Explain why the creative execution was relevant to the product or service.
In Canada, the presidents of luxury automotive manufacturers treat annual sales very competitively. Our idea was to bring that competition to life in the form of an icon of real competition. The ribbon is a familiar symbol at sporting events, and top finishers always get nicer ribbons than the rest of the field. Our participant ribbon cements the idea that this is a competition and that there was only one winner, Mercedes-Benz. Even though it says “participant” the ribbon is very finely designed and maintains the elegance and beauty that Mercedes-Benz is famous for.

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 presidents of the competitive luxury automotive manufacturers were surprised to get the ribbons. They were very well received. Mercedez-Benz has set a high bar for future messages from winners of annual luxury automotive sales events. Internally, Mercedez-Benz liked the ribbons so much that they had us create more. We created “first place” ribbons for dealerships and employees at the head office, as a way for everyone to celebrate the victory.