Mercedes-Benz Promo, Case study MSN TEST DRIVE by Net#work BBDO Johannesburg

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Industry Cars
Media Promo & PR, Case study
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Jenny Glover, Brent Singer
Art Director Warwick Rautenbach
Copywriter Liam Olding
Designer Ryan Paikin
Producer Tanja Rae
Account Supervisor Karen Carr
Typographer Ryan Paiken
Released February 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Product/Service: 2011 SLK LAUNCH
Date of First Appearance: Feb 28 2011
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Entry URL:
Chief Creative Officer: Mike Schalit (Net#work BBDO)
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Jenny Glover (Net#work BBDO)
Creative Director: Brent Singer (Net#work BBDO)
Art Director: Warwick Rautenbach (Net#work BBDO)
Copywriter: Liam Olding (Net#work BBDO)
Typographer: Ryan Paiken (Net#work BBDO)
Producer: Tanja Rae (Net#work BBDO)
Designer: Ryan Paikin (Net#work BBDO)
Animator: Ryan Paikin (Net#work BBDO)
Account Supervisor: Karen Carr (Net#work BBDO)
Programmer: Flint Studios (Flint Studios)
Media placement: Online Media: Banners - Online - February 2011
Media placement: Online Media: MSN Homepage - Online - February 2011
Media placement: Online Media: Bing Images Page - Online - February 2011
Describe the objective of the promotion.
Globally, we were briefed to create an online promotional campaign, which could generate awareness as well as increase sales leads and test-drives of the new 2011 Mercedes-Benz SLK.
Describe how the promotion developed from concept to implementation.
Using various forms of online media, we were able to hijack the world’s most viewed homepage; MSN and its web search engine Bing. In doing so, we created an online test-drive within Bing’s image search results which showed off a plethora of features that set the SLK apart from competitors. Users were then encouraged to test-drive the SLK online before being scheduled for an actual test-drive at their nearest dealer at the end of the online test-drive.
Explain why the method of promotion was most relevant to the product or service.
The target audience previously viewed Mercedes-Benz vehicles as an older person’s car, this campaign aims to introduce a younger market to the SLK, increasing positive brand reinforcement and encouraging younger people to test-drive the car. By using MSN and Bing, which are many people’s gateways into the internet, we were able to inject a younger slant to our advertising while using one of the net’s most widely used car image search engine’s to pull in a greater amount of consumers.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results to follow as campaign is still in the early stages of running.