WORLD’S MOST BEAUTIFUL ROADS by Jung Von Matt/Alster Hamburg for Mercedes-Benz

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WORLD’S MOST BEAUTIFUL ROADS

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Industry Cars
Media Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Christian Fritsche, Jan Knauss
Art Director Torben Otten
Copywriter Georg Baur, Sonja Stockmann
Producer Marcus Loick
Photographer Simon Puschmann, Bo Hylen, Tom Schulte, Igor Panitz, Studio Kai-Uwe Gundlach, Yona Heckl C, Georg Fischer
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: DAIMLER
Product/Service: NIGHT VIEW ASSIST
Agency: JUNG von MATT
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Deneke von Weltzien (Jung von Matt)
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Christian Fritsche (Jung von Matt)
Creative Director: Jan Knauss (Jung von Matt)
Art Director: Torben Otten (Jung von Matt)
Copywriter: Georg Baur (Jung von Matt)
Copywriter: Sonja Stockmann (Jung von Matt)
Account Director: Nils Heimes (Jung von Matt)
Account Manager: Sophie Lewens (Jung von Matt)
Account Manager: Bianca Winter (Jung von Matt)
Art Buying: Stefanie Herrmann (Jung von Matt)
Post Production: Micha Kuehn (Jung von Matt)
Producer: Marcus Loick (Jung von Matt)
Photographer: Kai-Uwe Gundlach
Photographer: Bo Hylén
Photographer: Simon Puschmann
Photographer: Igor Panitz
Photographer: Georg Fischer
Photographer: Tom Schulte
Photographer: Yona Heckl
Media placement: Calendar - Mercedes-Benz Dealership, Hamburg - 1 January 2010

Describe the objective of the promotion.
Convince potential customers of the superiority of the Mercedes-Benz Night View Assist and thereby inciting them to buy a Mercedes.

Describe how the promotion developed from concept to implementation
The Mercedes-Benz Night View Assist makes objects visible that, otherwise would have been hidden in the dark. Therefore, we created a calendar that, by daytime, shows great pictures of fascinating desert roads and mountain passes. By night-time, in contrast, animals appear out of nowhere, in the middle of the road – plainly visible to the beholder, due to being printed in fluorescent colours.

Describe the success of the promotion with both client and consumer including some quantifiable results
Within a short time, our calendar became a collectible and car lovers all over the country requested their personal copy. The feedback from clients and the dealerships: The calendar became a nice gadget to show to guests and visitors in your house or office.

Explain why the method of promotion was most relevant to the product or service
The target group of Mercedes-Benz is special – so it needs also a special way of communication. Instead of coming up with just a piece of advertising we designed a valuable give away, that explains our product and is represantable and entertaining at the same time.