Mercedes-Benz Viral, DM #MBSAVEMYDAY by Proximity BBDO Brussels

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Industry Cars
Media Viral, Direct marketing
Market Belgium
Agency Proximity BBDO Brussels
Released September 2011

Credits & Description

Category: Socila Media & Viral Marketing
Media placement: Social Media - Twitter Campaign - 21/12/2011
Describe the brief/objective of the direct campaign.
Although Mercedes-Benz is an innovative car brand it is often experienced as an old fashioned brand. To chance that image/reputation we needed mainly 1 thing: contact to create dialogue.
'The proof of the pudding is in the eating'.
We noticed that when Mercedes-Benz could connect with people and especially youngsters and it could tell its story, the image and reputation of the brand became instantly positive. The perceived image dropped like a veil and a new world of luxury, sportiness and technology opened for our target group.
Therefore we created small sustainable actions causing an expanding effect.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A 'little-acts-of-kindness' strategy: don't say it, but do it.
We created for Mercedes-Benz a quick way to make/communicate 'Twitter-TopTopicals'. Knowing that Mercedes-Benz has cars available at all times (even with a chauffeur if necessary) and knowing that people are always in to drive with a nice/fantastic/sportive/luxurious car we introduced with @MBmakemyday little acts of kindness. 'Follow our account and maybe you get to drive or be driven in a luxurious Mercedes-Benz'. Although there's only 1 winner, nobody was considered losing due to the positive vibe.
The account is still used for similar acts-of-kindness and is very well perceived by 'Twitterati'.
Explain why the creative execution was relevant to the product or service.
By having small Twitter-TopTopicals, and putting a car available, Mercedes-Benz could connect in a sympathetic way to people.
Using Twitter, we had a good match with that public who are interesting and interested enough to tell our story too. Often these are young people with an interest in technology and have a proper social network. The first campaign was organised around the national strikes, disturbing national traffic. The 'unfortunate person' travelling furthest to his/her work could count on Mercedes-Benz. They offered a luxury S-Class and chauffeur. Due to the overwhelming success and viral wave we continued organising similar campaigns.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaigns achieved a lot of sympathy.
Per campaign we reached about 1,000 people directly. Indirectly we reached more but why should we take them into account? they're not relevant and not useful.
The day winners had the car available, they constantly tweeted and posted updates from the car including detailed interior pictures and even pictures of the driver (on average 10-12 updates/tweets, incl. photos, per winner).
Having the winner working as a Mercedes-Benz ambassador he/she increased the credibility of the brand towards his/her friends.
'The veil dropped' -and that was the eventual goal.