SPRINTER APPLIES FOR A JOB by Lukas Lindemann Rosinski for Mercedes-Benz

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SPRINTER APPLIES FOR A JOB

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Industry Cars
Media Direct marketing
Market Germany
Agency Lukas Lindemann Rosinski
Director Marc Bethke
Creative Director Jakob Kriwat
Art Director Damian Kuczmierczyk
Producer Thomas Beecken
Account Supervisor Konstanze Kievenheim
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Flat Mailing Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Flat Mailing
Title: SPRINTER APPLIES FOR A JOB
Advertiser/Client: LUKAS LINDEMANN ROSINSKI /DAIMLER
Product/Service: MERCEDES-BENZ SPRINTER
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
DM/Advertising Agency: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Chief Creative Officer: Arno Lindemann
Chief Creative Officer: Bernhard Lukas
Creative Director / Copywriter: Thomas Heyen
Creative Director / Art Director: Markus Kremer
Creative Director: Jakob Kriwat
Art Director: Damian Kuczmierczyk
Account Supervisor: Konstanze Kievenheim
Account Manager: Jascha Oevermann
Agency Producer: Martin Schoen
Graphic Designer: Victor Aloji
Producer: Thomas Beecken
Director: Marc Bethke
Director of Photography: Timo Schwarz
Describe the brief from the client:
Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present the Sprinter in a completely fresh and new way. 50% of the target audience was drawn from existing customers. The strategy was to keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.
Creative Execution:
As already described: The Sprinter is as one of the best workers a company could have. And before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special tires. But also the brand Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a innovative brand.
Describe the creative solution to the brief/objective.
The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply for a job. So the Sprinter did: he writes his own letter application with special made tires. Each letter of application came with a link to a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the average response rates, because a real application letter will definitely find his way on the manager’s desk.
Describe the results in as much detail as possible.
More than 400 letters were printed by a Sprinter. Every print was an individual creation. The cost per print is about 8 Euros. Ca. 120 of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.