The ‘Tick the Boxes’ campaign was recognised as best practice by Mercedes-Benz globally and nominated for a company global design award. Mercedes-Benz wanted to grow market awareness of its fleet product and service offering.
To drive fleet sales enquiries to Mercedes-Benz Head Office, we produced a high-end DM piece that informed, excited and gave value to the addressee. The client was ecstatic with the result, with the DM piece effectively raising awareness and growing Mercedes-Benz fleet sales.
Client Background
Mercedes-Benz Australia had never spoken on such a high level to potential fleet customers.
Project Objective
Mercedes-Benz wanted to grow market awareness of its product and service offering. The key was to deliver the campaign in an engaging way so that the DM would successfully reach the intended high-level position.
The Brief
To produce a high-end DM piece that informed, excited and gave value to the addressee. To drive fleet sales enquiries to Mercedes-Benz Head Office.
The Process
This brief changed three times, so the objectives had to be redefined each time. The team brainstormed and presented three creative executions, with the chosen one then further refined. Being such a complex communication piece, there were many aspects to execute correctly when creating artwork for production. A final sample was produced before sign-off to ensure the many parts fit perfectly. Production was completed over a month and an initial first-run distribution took place, followed by staggered distributions.
Creative Challenges
The brief changed three times; there were many parts that had to fit and work perfectly together; and long production times.
The Result
The client was ecstatic with the result, with the DM piece effectively raising awareness and growing Mercedes-Benz fleet sales. It has since been recognised as best practice by Mercedes-Benz globally and been nominated for a company global design award.
