WORKSHOP PIT by BBDO Dusseldorf, Proximity Germany for Mercedes-Benz

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WORKSHOP PIT

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Germany
Agency BBDO Dusseldorf
Creative Director Roland Gehrmann
Art Director Cornelius Hafemeister
Copywriter Anita Reuther
Agency Proximity Germany
Released January 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: MERCEDES-BENZ
Product/Service: GARAGE SERVICE
Agency: BBDO GERMANY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 25 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Creative Director: Roland Gehrmann (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Managing Director: Steffen Schulik (BBDO Proximity)
Senior Account Executive: Marco Schubert (BBDO Proximity)
Art Director: Cornelius Hafemeister (BBDO Proximity)
Copywriter: Anita Reuther (BBDO Proximity)
Junior Copywriter: Michel Dold (BBDO Proximity)
Junior Art Director: Luis Manuel Branco (BBDO Proximity)
Trainee: Peter Sigg (BBDO Proximity)
Head of Art Buying: Claudia De Feo
Media placement: Ambient Floorgraphic - Garage - 25 January 2011
Insights, Strategy & the Idea
Close proximity, flexibility and speed – these are the top priorities that customers expect from the garage service provided by Mercedes-Benz. The objective: to create a campaign that fully communicated such services, but in an eye-catching manner.
Creative Execution
Floor graphics depicting a garage pit were displayed in parking spaces located in the vicinity of Mercedes-Benz branches. The message:
The Mercedes-Benz Branch. Your On-Site Service Station.
Results and Effectiveness
The Mercedes-Benz branches that participated in the campaign scored a 35% increase in business in terms of servicing and garage appointments.