FIT by Grey Sao Paulo for Mercedes-Benz

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FIT

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Industry Cars
Media Direct marketing
Market Brazil
Agency Grey Sao Paulo
Executive Creative Director Leandro Castilho, Guy Costa
Art Director Ricardo Sarno E Lucas Heck
Copywriter Marcos Piccinini E Filipe Medici
Producer Alexandre Garcia, Gustavo Araújo Santos, Juliana Gardim, Camila Galvão, Ana Paula Costa
Account Supervisor Amanda Oliveira, Patrícia Panzoldo
Digital Creative Director Silmo Bonomi
Released April 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ
Product/Service: SPRINTER
Agency: GREY BRASIL
Date of First Appearance: Apr 25 2010 12:00AM
Entrant Company: GREY BRASIL, São Paulo, BRAZIL
Art Director: Ricardo Sarno (Grey Brasil)
Copywriter: Filipe Medici (Grey Brasil)
Executive Creative Director: Guy Costa (Grey Brasil)
Digital Creative Director: Silmo Bonomi (Grey Brasil)
Final Art: Vilson Freitas (Grey Brasil)
Producer: Gustavo Santos (Grey Brasil)
Producer: Alexandre Garcia (Grey Brasil)
Illustration: Paulo Dias (PL 3D)
Account Supervisor: Amanda Oliveira (Grey Brasil)
Account Manager: Andrea Fernandez (Grey Brasil)
Photography: Marlos Bakker (Marlos Bakker)
Account Supervisor: Patrícia Panzoldo (Grey Brasil)
Producer: Camila Galvão (Grey Brasil)
Producer: Ana Paula Costa (Grey Brasil)
Media placement: Direct Mailing - Personal Mailing - 12 April 2010

Describe the brief/objective of the direct campaign.
São Paulo has a serious traffic problem. In order to lessen it, the city government has forbidden large-size trucks from circulating during business hours, thus generating a new problem for transportation companies. The strategy is to attract new consumers; inform fleet owners that a Sprinter is an excellent option to substitute those trucks. They execute the tasks perfectly and can circulate during the vehicle restriction period.

Explain why the creative execution was relevant to the product or service.
We have used a very well-known toy in the world to exemplify how all furniture of a house may fit into a Sprinter. Besides, we invited fleet owners to perform a Test-Drive during the vehicle restriction period. This is precisely the time that the trucks of their fleets cannot circulate in town.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Produce a big campaign showing that everything fits into a Sprinter. Take major fleet owners who do not have a Sprinter to know a Mercedes-Benz Van and perform a Test-Drive. For such, we sent a traditional puzzle, Soma Cube, formed by furniture, home appliances, and other household articles. Besides being challenging, the cube is an invitation for a Test-Drive.

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.
30 cubes were sent to some of the major fleet owners of São Paulo. 34% visited the stores for a Test-Drive, and 11 Sprinters were sold to those fleet owners during the period of the campaign. Investment: R$ 9,000.00. Return: 11 Sprinters sold in an average value of R$ 84,000.00.