THE CHARITY TEST DRIVE by Jung Von Matt/Next Hamburg for Mercedes-Benz

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THE CHARITY TEST DRIVE

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Industry Cars
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Next Hamburg
Director Ali Jamshidi
Art Director Tilman Gossner
Copywriter Torben Otten, Georg Baur
Designer Niko Auf Dem Berge
Account Supervisor Sven Doerrenbaecher
Editor John Freigang, Fabian Bettinger
Released January 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: DAIMLER
Product/Service: MERCEDES-BENZ
Agency: JUNG von MATT
Executive Creative Officer: Armin Jochum (Jung von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung von Matt)
Chief Creative Officer: Fabian Frese (Jung von Matt)
Chief Creative Officer: Goetz Ulmer (Jung von Matt)
Art Director: Tilman Gossner (Jung von Matt)
Copywriter: Torben Otten (Jung von Matt)
Copywriter: Georg Baur (Jung von Matt)
Designer: Niko Auf Dem Berge (Jung von Matt)
Account Supervisor: Sven Doerrenbaecher (Jung von Matt)
Account Manager: Ann-Kathrin Geertz (Jung von Matt)
Account Manager: Sonja Stockmann (Jung von Matt)
Production Company: (Tony Petersen Film)
Cinematographer: Fabian Bettinger (Augenblick Tv)
Director: Ali Jamshidi
Editor: John Freigang (Augenblick Tv)
Editor: Fabian Bettinger (Augenblick Tv)
Media placement: Promotion - Mercedes-Benz, SOS Villages - 24th January 2012

Describe the objective of the promotion.
Thousands of test drives take place every year.
And they all run by the same manner:
You are driving mile after mile. Without a destination.
We wanted to change that.
And give test drives a higher meaning.

Describe how the promotion developed from concept to implementation.
Mercedes-Benz presents "The Charity Test Drive".
Every car is packed with donated items.
And every customer testdriving a Mercedes-Benz model gets more than a test drive.
He gets a task.
A task that can easily be connected to the test drive.
A task where you learn everything about the car.
And a little bit about yourself.
The test drivers take the donated items from the Mercedes dealership to the nearest SOS Children's Village.
And deliver their cargo face-to-face.

Explain why the method of promotion was most relevant to the product or service.
At once, making detours helped in a direct way.
The Charity Test Drive turned customers into donors.
And gave test drives a higher meaning.

Every tour proved, that driving Mercedes-Benz is about getting "The BEST or nothing".
And at the same time, doing something GOOD.

So whereever Mercedes test drives take place in the future:
The next SOS Children's village isn't that far away.

Describe the success of the promotion with both client and consumer including some quantifiable results.
12 % more test drives during the campaign.
37 % less Children's Villages with money problems.
100 % happier test drivers.